In 1994 Robert Kraft bought the New England Patriots, an organization that had spent much of its early history (starting as the Boston Patriots) as the laughingstock of the NFL. Despite this history, Kraft had a vision and a plan when he bought the team- he wanted to bring an NFL championship to New England. Twenty-eight years later*, he has kept that promise six times over (and counting). The level and consistency of success during Kraft’s tenure as Patriots’ owner has been unparalleled in the history of the NFL, and many believe will never be seen again.
There have been many articles, discussions, and social media theories as to how the Patriots have managed to sustain their success in a league that is designed for parity. The NFL, unlike other leagues, is structured in a way that a team can go from worst to first from one season to the next. The NFL benefits when every team believes they have a chance to win and every fan base invests- emotionally and financially- in that possibility. Yet, year after year, the Patriots have defied the odds and logic. During Kraft’s reign, they have made it to the playoffs 21 times, including 10 Super Bowl appearances and 6 Super Bowl wins. Other teams scratch their heads wondering how the Patriots do it, but their success is no mystery.
There is a reason we use the word ‘team’ in the professional world. While there are obvious differences between sports and other places of business, there are obvious parallels as well. Success in any field- be it grassy or professional- requires great commitment, leadership, and talent. This success does not happen by accident, chance, or luck. Perhaps for one season, maybe two. For a quarter here and there or maybe even a fiscal year. But creating and sustaining a level of excellence over time requires intention, vision, and follow through. Each industry is different, but across these are fundamental components of what sustained excellence requires, all of which the New England Patriots exemplify and model. These components are attainable by any organization who is dedicated and willing to do the work.
CONSISTENT LEADERSHIP
Of the 28 years Kraft has owned the team, Bill Belichick has been the coach for 22 and counting. The team had one quarterback for 19 of those years. The offensive coordinator had been on the staff for 17 years, the linebackers’ coach for 19, and the offensive line coach retired after 17. This consistency in leadership is unheard of in today’s NFL with its seemingly revolving door of personnel changes. This consistency has given the Patriots a true advantage over their opponents, who have all changed coaches at least once during this time period, and many who have done so multiple times (the Raiders with the most at 10). Imagine the energy, time and readjustment a team must endure to cycle through 10 coaches in 20 years. Imagine the same energy and effort a business goes through when they change leadership at a similar rate.
The consistency in the Patriots leadership has allowed the team to grow and develop together. It has avoided the costly process of rehiring, retraining and reorienting the positions most critical to their team’s success. Instead, they can dedicate their time, money and energy honing their craft while deepening their connection, communication, and ability to work together effectively.
A COMMON GOAL
With 10 Super Bowl appearances in 20 seasons, the goal for the New England Patriots year after year is to win it all. Of course, every team wants to win it all, but not every team is set up to do so. For the Patriots, every year has the same expectation. Even after the greatest quarterback of all time left after 19 seasons, the Patriots did not talk of rebuilding or make excuses. The expectation, commitment and process remains the same. When they win their division or a playoff game, they do not raise a banner as other teams do. They do not go wild in the locker room after advancing to the next round, as other teams do. They know they have more work to do. They know they aren’t finished yet. They celebrate, congratulate and acknowledge the accomplishment, and then they are onto Cincinnati. Or whoever the next opponent may be.
DEDICATION
It is common for NFL players and coaches to be a part of multiple teams throughout their careers. Consistently, when these coaches and players come to New England, they comment on how different it is. How dedicated and focused everyone in the organization is on winning. How pervasive the winning culture is. How their quarterback was in the weight room before the sun came up the day after losing the AFC championship in 2016 with a countdown already going until the following year’s Super Bowl. How players dedicate their time, their bodies and their energy to winning. Some have trouble describing it, but they all sense it and feel it as soon as they arrive in Foxborough. Everyone involved is dedicated to the mission.
PREPARATION
Dedication and desire to succeed will not accomplish anything without proper preparation. The Patriots certainly do not win every game but it is never due to lack of preparation. They know their strengths and use these strengths to put them in the best position to win. They know the other team’s weaknesses and exploit them. They practice and prepare for every possible scenario and have mastered the art of situational football. Bill Belichick and his staff try to anticipate and prepare for every imaginable situation so their team is prepared for whatever might come up in a game. The Patriots understand that football is a game of inches and that any edge, no matter how seemingly small, can make the difference between a win and a loss. Remember Malcolm Butler’s end zone interception against the Seahawks? The team practiced that ahead of time (and no they didn’t film Seattle’s walkthroughs!) Fake punts, two-minute drills, play action… the Patriots practice these repeatedly. With noise pumped into the stadium, in the blistering heat, in the freezing cold, in the pouring rain- they prepare for it all. And when it happens in a game, they are ready. They are always ready.
HIRING THE RIGHT PEOPLE
Part of New England’s success and identity comes from their ability to find and develop talent that other teams have ignored or discarded. Whether that is using the draft to uncover talent at the 199th or 232nd pick (for Brady and wideout Julian Edelman, respectively) the coaches look for heart and dedication as much as skill. In other cases, they sign players with previous behavior, discipline or attitude concerns, such as Randy Moss and Rodney Harrison, and get them on board. Or they sign players with unique backgrounds like lacrosse player Chris Hogan and rugby player Nate Ebner. They trade for players that previously had little success or name recognition like Dion Lewis. They worry less about pedigree and background and focus instead on players who are willing to do what it takes to win and are quick to get rid of those who will not.
CLEAR EXPECTATIONS
Patriots players often share and express gratitude that they are told explicitly and repeatedly exactly what they are supposed to do when they play for New England. Sometimes this involves doing something they haven’t previously done. Often it results in a diminished role or an increased one. While everyone may not be happy about the role they are given (and to be fair, many are not) they are at least clear about what is expected of them and what they need to do to be successful. Everyone is told, over and over again exactly what their job is and reminded to do just that. Everyone knows the expectation. Those who cannot or do not meet those expectations will not last long. Many don’t. Which of course only makes room for others who will.
A CULTURE OF SUCCESS
Organizational culture exists whether you like it or not. To be effective, it must be positive, clear and designed to help you achieve the goals you set. Everything the Patriots do is designed to help them win Super Bowls, and they have been remarkably, historically successful at it. From the way they practice to the way they break down film to the way they focus on the immediate task at hand, the Patriots’ culture breeds and expects success. And they get it. Despite a down year in 2020, and a tough start to 2021, this team shows heart and consistent focus on doing what it takes to win.
LETTING PEOPLE SHINE
Coaches and players alike recognize the importance of each person in the Patriots organization and the role they play in the team’s success. Special teams’ players, like Matt Slater, are recognized as much as superstars. The Patriots recognize that everyone contributes, and everyone has to do their job. They praise and acknowledge each other rather than putting the focus on themselves. They find out what each person does best and create a way to let them do it. Whether it’s blocking, throwing, catching or tackling, the coaches find, develop and acknowledge each player’s strengths. They maintain high expectations and support people as they grow, including their 2021 rookie quarterback, Mac Jones, arguably the strongest rookie quarterback of the year despite being picked later than the rest. Players relish this chance to shine, particularly those who have been overlooked elsewhere.
LETTING LEADERS LEAD
There are several NFL owners- Dan Snyder and Jerry Jones come to mind- who exert substantial control over how their coaches coach. Robert Kraft is not one of these owners. He puts his trust and faith into his head coach, so much so that he has also made him general manager. He supports his coach publicly and never criticizes him publicly. He lets his coach do his job. The coach extends that same respect and trust to his players, whom he allows to change plays as needed, and whom he never criticizes publicly. Coaches and players trust one another to lead, an exercise made far easier by the consistency in personnel.
CLEAR VISION WITH A FLEXIBLE APPROACH
The vision and goal of the Patriots is clear and consistent but how they get there varies. The Patriots adjust to the task at hand and find new and creative ways to win. As they play different teams and encounter different situations, they adjust their game plan accordingly. Sometimes they throw more than they run and something it’s the other way around. Sometimes a tight end is used primarily as a pass-catcher and other times he almost exclusively blocks. The defense may play man or zone depending on the opponent. Not only do they adjust game to game, they have had great success adjusting at halftime. They do not get overly attached to how they do something if that something is not successful. With the goal in mind, they adjust as necessary and do everything they can to win.
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Sports teams are not successful by accident and neither are workplace teams. To achieve continued excellence, you must have certain pieces in place, pieces that any organization can implement with the right mindset and the right people. What makes organizations- and teams- successful is not so much a secret as it is a delicate, demanding balance of intentionally and effectively aligning culture, vision and staffing.
What about your organization? Are you designed for success or does your current structure, culture and personnel prevent such excellence from happening? Are you willing to do what it takes to turn things around? Are your people? What is it you hope to accomplish? What do you need to get there? How can we help?
*Last updated on 10/13/22
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