What businesses can learn from the Matildas about champion teams

The Matildas’ journey in the 2023 World Cup was nothing short of inspiring. It felt like a pivotal moment for women’s sports – a surge of passion and enthusiasm for inclusive change. Ahead of the upcoming Paris Olympics, this milestone event has me reflecting on what it takes to transform an ordinary team into a champion squad like the Matildas.

If you’ve been caught up in the excitement of the Olympic Games as we have, you’d agree that it’s not just about cheering for your favourite team; it’s about believing in their mission and purpose. Loyalty and pride lay the foundation, but it’s the belief and shared purpose that really get the ball rolling.

Beyond raw talent, it’s the understanding of roles, seamless communication, mutual support and a crystal-clear, shared vision that make the real difference. Switching gears to the external front, the team’s unity and performance on the field mirror the connection supporters, fans and customers feel. It’s a shared sense of purpose and belief that fuels a team’s triumph, making them emotionally invested in the brand and what it represents.

The lessons from last year’s World Cup aren’t just confined to the sports arena. Businesses can draw direct parallels because high performance stems from strategic alignment within the workforce.

To give you a clearer picture, let’s delve into the repercussions of misalignment. There are five key risks that can cast a long shadow on any organisation. These risks aren’t just markers of an average company; they’re the dividers between mediocrity and excellence.

• Mismatched brand promise and employee experience: When the promise a brand makes doesn’t match the reality of employee experiences, it erodes customer trust and loyalty. This mismatch can lead to reputational damage and missed business opportunities.
• Inconsistent customer experience: Your brand is personified by your employees. If they aren’t adequately trained, motivated, or aligned with the organisation’s mission and goals, your desired customer experience falls flat. Inconsistency becomes the norm and that’s a recipe for disappointment.
• Dwindling employee engagement and brand advocacy: Disconnected employees are less likely to go the extra mile or speak positively about the brand externally. When your team isn’t connected to your brand’s essence, its potential remains untapped.
• Opportunities for brand innovation slip away: Brand innovation stems from insights and ideas generated internally, employees who are disempowered may not identify opportunities for improvement. This can lead to outdated systems and products and missed revenue streams.
• Strategic edge goes missing: A strong brand, supported by a motivated and skilled workforce, sets you apart from competitors. By neglecting either aspect, you risk losing the unique qualities that differentiate your business in the marketplace.

So, what’s the bottom line? It’s evident that the secret sauce behind a high-performing sports team applies equally to businesses. Strategic alignment isn’t just a buzzword; it’s the game-changer. Like the Matildas, when your team is united, focused, and collectively pursuing a clear goal, you’re on the path to victory – both on the field and in the marketplace.

Bryden Campbell is a marketing and workplace expert and the founder of Brand Rebellion. 

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