Winning as a Team

Building Success Through Collaboration

As a volleyball parent, I spend countless hours sitting on uncomfortable gym bleachers, watching game after game, and observing the dynamics of good teams. Success does not rest on the skill of one player alone; it requires the entire team to work in unison. When one player falters, others must step up or step in.

The same should be true for small businesses. Yet, in traditional business thinking, shareholder primacy dictates that a company’s sole responsibility is to maximize profits for its shareholders, often at the expense of other stakeholders. This model views profit as the only measure of success. In volleyball terms, it is like expecting the captain to win the game alone, ignoring their teammates, the gym that allows them to play, the parents who drove them there, and even the competitors on the other side of the net.

Modern, purpose-driven organizations reject this limited view. They understand that real progress depends on the entire business team working in harmony – employees, vendors, suppliers, customers, and the community – to achieve something greater than profit alone. When these stakeholders are aligned, businesses can create long-term value and resilience, benefiting many beyond the shareholders. A great example is Patagonia, which aligns its operations with environmental and social causes. This fosters customer loyalty and builds a culture that attracts like-minded employees and other stakeholders, ultimately leading to long-term sustainability.

Balancing Offense and Defense

Much like volleyball, business success requires a careful balance between offense and defense:

Offense: For suppliers and service providers, this means drafting clear contracts that protect valuable information, secure favorable rights, and ensure timely payments. For customers, it involves getting what is promised on time and in the agreed-upon form.

Defense: Suppliers and service providers should try to limit liability for factors outside their control, such as supply chain issues or delays caused by a common carrier. Customers should ensure contracts state delivery expectations clearly and guard against unplanned costs.

Ultimately, performing well in business, like volleyball, requires trust and coordination across the entire team of stakeholders. A strong balance between offensive and defensive strategies, built on this trust, creates the foundation for a thriving business.

Like any championship team, practice, preparation, and teamwork drive long-term results. Purpose-driven businesses that embrace all stakeholders build legacies, not just profits.