What 4th & Long Teaches You About Risk

4th and Long is a show where Michael Irvin gives football hopefuls a shot at making the Dallas Cowboys.
It’s the fourth quarter of the game where the final four players are competing.
Two wide receivers and two defensive backs.
The worst performer gets cut.
One of the coaches is screaming at the defensive backs, “Just don’t make any big f*ck ups out there”.
Because that’s their role.
Their role is to contain the offense.
Not to be the hero.
But then Michael Irvin goes up to one of the defensive backs.
He says, “I need to see a big play from you. Make the big play.”
So the DB steps up and makes a play.
He strips a receiver of the ball and it ends up getting scored for a touchdown.
They win the game.

At the end of the episode, the other DB gets cut.
Why? He was on the winning team.
He played well and contained his man.
But he wasn’t amazing.
He was too busy playing the role we all expected him to play.
He didn’t take a risk.
He didn’t surprise.
He didn’t do anything amazing.
So he got cut.

Companies do the same thing.
They want to be great, but foster a culture of risk aversion.
To make the cut, you have to take risks.
You can’t just sit back and not fuck up.
You can’t remain comfortable in your role.
You have to play to win.

If you don’t, your company will grow complacent.
Your competitors will leapfrog over you.
Your customers will think you’re irrelevant.
Remember Altavista? Or Lycos?
Exactly.

- Christian