What’s Your Guarantee?

When traveling back to America why do I travel with an empty suitcase and pack it full? Simple. There are no Costcos in Ireland.

It doesn’t matter where I am in America or Canada—with Costco I’m guaranteed high quality, simple options, and unique goods, all backed by a true "no questions asked" return policy.

Their guarantees aren’t something just posted on their website or at their store entrance–it’s something all 145.9 million people who shopped at Costco last year believe and experience.

In a recent TOC VIP live training session, a group of athletic directors and club administrators wrestled with a fundamental question: As an organization, what is your guarantee? But it’s not just how you answer that question, but your people.

I still remember a conversation on the podcast with Jordan Patterson, a four-year reserve for Alabama Softball. She told me that when you play for Head Coach Patrick Murphy, “You can’t not get better.” Growth was his guarantee. That is why she stuck around for four years, even though she never played a competitive inning. She knew exactly what the "membership" to that team bought her.

For Athletic Director Joe Brown, the guarantee to his coaches is equally clear: "If you coach here, we guarantee you will grow." I’d like to think my own guarantee for every cleader I coach is: You will grow and you will matter.

A guarantee is only as strong as its boundaries. You can’t guarantee everything. You also have to be explicit about what people should not expect.

Everyone knows not to walk into Costco looking for convenience, a thousand different brands of mustard, or a "quick" five-minute trip. They traded variety for value, and they are okay with that.

As a leader—whether you are coaching a team, manager of a sales team, a store, or a sports program—you have to ask: Are you explicit about who you are not?

If you aren't clear, you’ll end up with "customers" (team members, coaches, players, and parents) expecting something you never intended to offer.

If you hire a coach who only cares about the scoreboard or recruit the player who prioritizes playing time, a culture guarantees growth not results might be broken the moment they walk through the door.

If you guarantee growth, but you don't have a system for feedback, you’re just making a wish.

If you guarantee that standards "matter," but team members can ignore standards without consequence, the guarantee is a lie.

What is the one thing everyone on your team is guaranteed when they show up? If you don't know the answer, your "members" won't either.