Business Transformation Lessons from the UTSA Roadrunners
Major business transformation initiatives are hard. In fact, a recent study by BCG suggests nearly 70% of large-scale change initiatives fail. Whether it's implementing new digital capabilities, rolling out a new service offering, turning around a failing business unit, or transforming the customer experience, these endeavors require a unique and hard-to-find mix of culture, vision, and execution. And while there are a few examples of this "magic" in the business world, I often find myself looking outside Corporate America for inspiration and lessons to help guide my clients through their own transformation journeys.
And such was the case this past Saturday as I was watching a certain college football game and suddenly realized that I was watching not just a great football team, but in fact an organizational transformation happening in real-time.
No, I wasn’t watching my beloved Texas Longhorns (hook 'em!) or even a College Football Playoff contender like Alabama and Georgia. Rather, I had this realization while watching one of the unlikely Cinderella stories of the college football season thus far: the UT San Antonio Roadrunners.
Currently off to their best start in program history, the undefeated Roadrunners aren't just fun to watch; they're also a perfect example of championship culture, innovative strategy, and disciplined execution working in perfect harmony to achieve big things. And that's a recipe for success not only on the football field, but also in the corporate setting.
So for any of us embarking on or leading a major transformation right now, here are five lessons we can learn from the little ole Roadrunners of UTSA.
Lesson One: Culture Eats Strategy for Breakfast
The UTSA football program has only been around for ten years, and they haven't exactly been stacking up championships. With a 52-66 all-time record, the Roadrunners have actually lost more games than they've won. But now they’re sitting atop Conference USA with a perfect 5-0 record and impressive victories over historically strong programs like Memphis. So what changed? Yes, they've recruited good talent. And yes, they've invested in their facilities. And of course they've had some creative play-calling and on-the-field strategies. But the most noticeable and impactful change is the culture.
Since taking over the program in late 2019, Head Coach Jeff Traylor has gone out of his way to instill a winning culture into his program. The team's culture - which Traylor sums up in a concept called the "210 Triangle of Toughness" - is its north star and most important priority. Traylor even tells his players the culture is more important than wins and losses ("We want to be true to who we are Saturday, whatever the score is, however the score turns out. We have to be true to our culture."). What motivates and inspires these players isn't what they do; it's who they are, how they execute the plan, and why they do what they do.
For any of us leading big transformation initiatives, we can learn a lot from Roadrunners' emphasis on culture and vision. Although it’s tempting to focus all our time and energy on the "what" of a transformation (which technologies, processes, or business functions will change), the fact of the matter is that most big initiatives sink or swim because of the soft skills stuff, not the nuts and bolts of the work.
As we map out and lead transformative initiatives within our organizations, we should remember that culture and vision are far more important to the success of the effort than the project plan or technology architecture. Just like every member of the UTSA football team can clearly articulate the "210 Triangle of Toughness," so too should every member of our team be able to clearly articulate the "why" for the transformation and live out the team's culture and values in all that they do.
Lesson Two: Incremental Progress > Big Bang
If you look at UTSA's stats through the first five games, there's a lot to like. Limited turnovers, decent balance between the running and passing games, and a good conversion rate in the Red Zone.
But the Roadrunners aren't putting up monster numbers. They're not firing off explosive plays every series. In fact, they're averaging just about 5.5 yards per play, with very few explosive plays that break the defense. And while that may not seem like a big average, it's enough to keep moving the chains. The Roadrunners are slow and steady, continually gaining enough yards to get a first down and keep the drive alive.
For those of us leading transformations in the corporate setting, the lesson here is clear: incremental progress is a good thing! "Big bang" is about as dangerous as it sounds. And while a few companies may have the talent and firepower to pull it off, most of our organizations are probably better suited for the UTSA model – make good progress every day and the yards, and points, will start piling up.
And when you do take risks, make sure they're smart ones, executed at the right time and with the right strategy. UTSA converted its only onside kick attempt and converted 5 out of 8 4th down attempts. Pretty dang good if you ask me.
Lesson Three: Embrace the Messy Middle
Starting a big transformation is way easier than finishing it.
At the start of the initiative, everyone is excited about the future and full of energy. It's a lot like the start of a football game actually. But after the excitement and adrenaline wear off, things get more challenging. People get stressed while trying to balance "project work" with their day jobs. Milestones inevitably get missed, technology problems arise, and other priorities pop up.
This is when transformation programs are most at risk. I like to call it the "messy middle." It's in these moments that the grit, perseverance, and dedication of the team really matter.
It’s kind of like being in the 2nd and 3rd quarter of a football game. You're right in the thick of it – far enough in that you're tired, but far enough from the end that you're not sure you can make it.
Amazingly, this is when UTSA has been at their best. They've outscored their opponents 88-27 in the 2nd and 3rd quarters of games this year, an advantage that has been critical in their overall success. Any team can start strong, and most teams play hard at the end when time is running out, but having the energy and discipline to thrive in the middle is truly special.
If you're in the middle of a complex and frustrating transformation right now, be like a Roadrunner and kick it into high gear.
Lesson Four: Unsung Heroes Make All the Difference
Most college football fans can probably name their team's starting QB. They might even be able to name the star running back or wide receiver.
But most fans probably don’t know the kicker's name or the names of the offensive linemen. Those jobs aren't as shiny, so they don't get as much airtime. But in truth, you can't win championships without powerful linemen and top-notch special teams.
For UTSA, kicker Hunter Duplessis comes to mind. It's not QB Frank Harris or star RB Sincere McCormick who leads the team in points scored. It's Duplessis, who has 50 of the team's 173 total points, including the buzzer-beating game winner at Memphis.
As we navigate the transformative initiatives in our businesses, it's easy to point at the CEO who gave a big speech at the kickoff, the Chief Transformation Officer who has the fancy title, or the Chief Information Officer who leads day-to-day execution of the program. But in most cases, the success of the program will depend not on these leaders, but on unsung heroes doing their part to deliver on the transformation vision: the DBA responsible for migrating back-end data table changes; the business analyst who proactively identifies a process gap with the new online ordering system; the AP clerk who has to learn a new system and process to do his job correctly; or the customer service agent who works overtime to train her fellow agents on the new omni-channel capabilities.
No matter what kind of transformation project you're working on, don't forget about the unsung heroes who quietly go about their work day in and day out. Like a solid offensive line or a trusted field goal kicker, they're often the ones who will win the game for you.
Lesson Five: Don’t Eat the Cheese!
Every good coach has his or her fair share of aphorisms and catch phrases used to inspire the team. My favorite Jeff Traylor quote is, "Don't eat the cheese!" Traylor first employed this phrase in 2020 when he felt his team was getting a bit too confident in themselves and was about to fall into the "trap" of not preparing for their next opponent. He even went so far as to put rat traps with a piece of cheese in every player's locker. "Don't eat the cheese" is even more relevant this year, with the Roadrunners off to a record start.
Traylor's message is simple: even when things are going your way, don’t fall for the trap of thinking it will be easy. Adversity will come. Things won't always go according to plan. But if you stay humble, keep working hard, and stay true to the culture, strategy, and execution that got you this far, you'll be fine.
Those of us who do big change initiatives for a living know that, like winning a football championship, successfully delivering transformative initiatives in our organizations is far from easy. But for folks who haven't been through a major organizational or technology transformation before -- which in many cases will be a significant number of our employees -- the journey ahead might look pretty straightforward. Integrate a newly acquired company into our business? Simple. Implement a new CRM? No problem. Roll out a new service offering or enter a new market? Easy! But in truth these large initiatives are never easy. Like the Roadrunners of UTSA Football, we must constantly remind our teams and ourselves that success requires compelling vision, championship culture, and consistent, sustained, disciplined execution. Embrace the challenge, stay true to your culture, put in the hard work every day, and whatever you do, don't eat the cheese!
Want to chat more about successfully delivering major transformation in your organization (or college football)? I'd love to hear from you. Email me at info@flexpointconsulting.com. In the meantime, I'll be cheering on the Roadrunners this weekend as they take on Western Kentucky.