 I grew up in Grinnell,
Iowa, a small town in the rural Midwest. It’s not exactly the place you would
expect to find one of the most prolific scoring basketball teams in the nation.
The “Grinnell System,” Grinnell College’s
run-and-gun offense is considered unorthodox, even chaotic, but it is fun to
watch. Grinnell
teams
have led all playing levels in scoring for 19 of the past 21 seasons, while
ranking first in the country in 3-point shooting for 17 of the past 21 years. According to Head Coach David Arseneault’s
book titled “The
Running Game: A Formula for Success,” his strategy is based on five basic
principles: 1. The team must take at least 100 shots in a game. The goal is to attempt a shot every 12 seconds and try to get
the ball back within 10 seconds. 2. More than half the shots need to come from the three-point range. A sharp-shooters dream. Thirty-six different Pioneers have made
a record-setting 6 three-point shots in a game. Most schools are lucky to have
one player with that record. 3. Shoot 25 more times than their opponents. This requires discipline and a complete understanding of the
overall strategy. In the words of one player, “you need to keep jacking it up.” 4. Offensive rebounds need to be garnered on 33 percent of the shots
the team takes. This requires high
energy and complete focus on positioning. 5. Finally, the team needs to create 32 turnovers with their press
defense. This requires a steady
stream of fresh players. Grinnell uses all its players in every game, and
five-player substitutions are not unusual. In
short, Grinnell shoots before they can turn it over, and they create a tempo of
play that fosters confusion and frustration with their opponent. By doing so,
it often gives the Pioneers an opportunity to win with lesser talent. That’s an
important point because as a Division III school, they do not offer athletic
scholarships. Grinnell’s strategy is
creative, innovative and fun. Is there an application for smaller organizations
as it relates to customer acquisition and loyalty? I think so,
because when tiny Grinnell executes on their strategy they win at a 95% clip.
Innovation is often disruptive to larger existing organizations and this
provides smaller enterprises with an opportunity to level the playing field.
Possible applications in the current economy include: 1. Take more shots. Translation:
Break large marketing campaigns into several highly targeted micro campaigns
based on continuous selection of the best customers. 2. Take the big three-pointer first. Translation: Do your P&L
homework upfront and structure the best offer immediately. Don’t hold back,
consumers with cash and a willingness to spend it are in short supply right
now. 3. Shoot more often. Translation: Monitor trigger
events (contract dates, service calls, etc.) closely and nurture two-way
relationship-building conversations. For example, if a service contract is set
to expire don’t wait to begin renewal conversations. Stalling is not the best strategy
in today’s economy. 4. Position for rebounds. Translation: Monitor social
media and understand how your brand is positioned. 5. Press to force turnovers. Translation: Leverage and
engage your entire organization as it relates to customers and prospects. Your
opponents may drop the ball and you’ll want to take immediate advantage. The run-and-gun isn’t without its
flaws; particularly on the defensive end. For example, Grinnell once scored 148
points in a game and still lost the contest. Even so, you can bet the entire
audience was fully engaged. |
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