College basketball fans know the winning names in Division I coaching. They are the coaches who have taken their programs to the NCAA Final Four and won. Someone ought to write a good-to-great book about why some coaches can do this, and why others never will. I bet a key finding of such a study would be this:
Winning coaches position their programs to capitalize on good fortune.
In the B2B marketing and branding arena, positioning an organization to win should be the purpose of every business leader. And yet so many B2B companies continue to fall short of this objective, not for lack of desire or having talented players, but for a lack of execution – failing to be in the right place at the right time when the game is on the line.
For the winning coach or CEO, it is never enough to just be in the tournament. Winning means your program and your people have lived up to their full potential.
JB
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