I like golf.

Golf has an addictive quality. Probably because, even though the ball isn’t even moving when you hit it, it is extremely difficult (and hence frustrating) to play. It takes a lot of time, requires the right equipment, and isn’t inexpensive.

This is very similar to business. Being good at business requires persistence, consistency, and experiencing the struggles and frustrations of mishits and hazards.

Like golf, being good at business isn’t quick or easy. It will take time to work through the early awkwardness, to the occasional success, to the groove of feeling in control.

What struck me in thinking about my own relationship with golf and business, were the ways the two are similar.

For example, in golf there are clubs, courses, caddies, carts, and swing coaches. Here is how I see those playing out in business, and more specifically, in the services I offer.

Your Clubs

The Clubs are your HOW. In business, this is your knowledge. The group of tools you will use to get the job done. You will need several, for example:

Driver – Your Vision.

This takes you the farthest and needs to have elements of reaching and risk. It’s aspirational and it’s not always going to get you on the fairway, but it will get you the most distance.

3 Wood – Your Mission.

This is a more reasoned way to reach your vision. It doesn’t stretch as far, but it can keep you out of the rough and focused on the fairway.

5 Wood – Your Values.

This your steady and consistent approach shot. Reliable, honest, and can get you out of the rough at times.

Irons – Your Operations.

You have different ones for different tasks, all equally important. One might be marketing and sales, one quality, one accounting and receivables, one workflow and metrics. Together, they make a full set. You really don’t want to misapply these too often.

Wedges – Your People.

You need to manage how you grip and swing these as they can do many things with different distances, landing behavior, and finesse. Knowing what each does well, and how to swing it, will be the best way to reach the target. And when the right wedge is used in the right way at the right time? Magic.

Putter – Your Wellness.

As the saying goes “you putt for dough.” What is “dough” in your business? That is for you to decide, but I would argue it’s your own personal health and wellness. Good luck scoring in golf without a putter, and good luck winning in business if you are not physically, cognitively, and emotionally well. In golf, and in business, putting requires the most time and attention, yet oddly, people spend least amount of their time here, or neglect it altogether.

The Course

The course is your WHERE. This is your challenge. It’s the space you are trying to work in, trying to compete in, trying to excel in. It’s your business environment. On the course there are different terrains to navigate, various distances to travel, and traps along the way. Then add the weather: wind, heat, cold, etc. Importantly, you cannot control the course. You can only control what course you play on.

The Caddy – Business Coaching

According to Golf Monthly, a caddy does more than “carry the clubs…”

“They also advise the player on strategy, yardages, what club to select, and things like how the ground will affect the ball when it lands. They must have good knowledge of the weather and how much the wind will move the ball in the air. A caddy must know the course, the hazards, and the opportunities.”

The caddy is your WHAT. This is your business coach. What are you trying to do? What tool do you need? What obstacles do you need to navigate? How will you overcome them? With this new knowledge brought by your caddy, you are better equipped with the right tool at the right time.

While a caddy, unlike a business coach, can be quite directive, they are more of a sage guide, the player has the agency to do what they want with the insight the caddy provides.

Not all players need caddies, just like not all business owners need coaches. But…do you see any top players without one? No. Do the players want to see a direct return on the relationship between their caddy and their outcomes? Not directly. The caddy becomes a valuable part of their game, and they don’t often wonder IF they need one, they are more likely to wonder (when things are going amiss) if they have the RIGHT one.

The Cart – Consulting

Sometimes people walk courses, sometimes they ride. The ride makes things a bit easier and faster. They get to navigate the course more quickly, making the round shorter. The golfer drives the cart. They are in control, and often just follow the course or cart path to each next shot. The cart is a vessel and doesn’t always make the game easier, or better.

Consulting is like this. The business owner remains in control but asks the consultant to help them navigate the course as quickly or efficiently as possible. It could be argued that the consultant is the GPS on the cart – telling the golfer how to get around the course, and what areas they shouldn’t be in, but either way, the cart adds value, but the main metric is saving time and energy.

The Swing Coach – Training

Most great golfers get coaching on their swing and how to successfully use the tools in their bag. This is not “coaching” in the business sense, this is like business or leadership training.

According to The Brassie (www.thebrassie.com), the benefits of a swing coach include:

“..the personalized feedback and instruction they offer. While each golfer has a unique swing style, a swing coach can tailor their guidance to suit the individual needs of the player, focusing on enhancing their strengths and addressing any weaknesses in their technique.”

Business training does the same. Training is about providing feedback and enhancing direct skills that might be lacking. Maybe the business struggles with sales? Maybe there are clashes on teams? Leadership struggles? Training dives into this and provides education, instruction, and encourages repetitious improvement to promote better outcomes.

Driving Business Success: Teeing Up Coaching, Training, and Consulting Fore Your Game!

Maybe you like golf, maybe you don’t. But if you own a business, consider the important elements of coaching, training, and consulting. Like golf, the caddy, the cart, and the swing coach are elements that change your game - ideally for the better.