Jim Citrin Leadership by Example

When I got together with 25-year-old former basketball star Michael Evans a couple of weeks ago, his conundrum (described in my previous column) was how to continue to lead a travel basketball team comprised of five Catholic and five Protestant high school boys in Belfast, Northern Ireland, with limited money, insufficient resources, a demanding job as an overnight journalist with Cablevision Systems' News Channel 12, and virtually no spare time.

A Plan of Action

Michael continues to believe that through his basketball and social program, there's an opportunity to have a positive influence on many young men and women in Belfast who are at a vulnerable stage of life. But, as he told me, "The hours and my budget are taking their toll. I like what I do here at Channel 12, but I find myself lacking motivation to do anything else. It may well be stemming from not knowing what to do coupled with a lack of sleep."

The question was how, given this feeling, Michael could forge ahead. Here's the plan I came up with:

Step 1: Develop his gripping, inspirational story into a book.

A published book will bring Michael credibility, and will open doors to other possibilities. I recommended and Michael has now read "Publishing Confidential: The Insider's Guide to What It Really Takes to Land a Nonfiction Book Deal" by Paul B. Brown, which is the best guide for how to publish a nonfiction book.

I was also able to introduce him to an accomplished literary agent who believes deeply in Michael's story, and now Michael is writing chapters and a book proposal to get the book sold to a publisher.

Step 2: Present the program to influential people or organizations.

Specifically, people or organizations that will find it in their self-interest to support Michael's cause with money and reputation. One example is the NBA, which is making a major push internationally (including the recent announcement of NBA China), and which revels in opportunities to promote the league's public image.

Another idea is for Michael to make a proposal to Cablevision, which might be interested in sponsoring an inspiring cause led by one of its own entrepreneurial employees (and getting positive public relations as a result). Other potential sponsors are companies that do business in Ireland, such as Microsoft, eBay, NCR, Starwood, and many other multinationals.

In addition, various international organizations like the United Nations' Sport for Development and Peace initiative, governmental and quasi-governmental agencies such as chambers of commerce, and even embassies and consulates are all likely to respond well to the opportunity to support a program like Michael's.

Step 3: Contact nonprofit organizations with similar missions.

Nonprofits that use sports to bring about positive social change could also provide a home or funding for Michael's program. Examples include the UN's Sport for Development and Peace, Laureus, and Right to Play.

If Michael can't get traction with an established organization, he should create his own nonprofit entity to house the program's efforts. He shouldn't underestimate the arduous process required to create an organization that qualifies for not-for-profit status with the IRS, but the effort would be well worth it.

Such status would allow Michael to raise money on a tax-efficient basis for donors, and it would also facilitate him being able to build an influential board of directors comprised of individuals who have a personal interest in his cause and want to help make it a reality. Whether his program becomes part of another nonprofit or Michael creates one for himself, the fact that he's working on the program without regard to earning money will make it difficult for his motives to be misinterpreted.

Step 4: Perfect the program.

This entails figuring out operational details, budget, staff requirements, timeline, and so on, and putting it all together into a cohesive business plan. With a plan and funding in place, Michael can then recruit the necessary staff to take his program forward.

Step 5: Be ready to build on the success of the program.

This is accomplished through savvy branding, intellectual-property and rights protection, and program enhancement. As far-fetched as it might seem today, Michael also shouldn't underestimate his story's potential as a documentary or feature film. He should also consider the program as a vehicle to tap into the growing business of community-service travel and educational vacations.

Step 6: Focus on the core mission.

Getting the program perfected, funded, and operating is the primary goal, so my advice to Michael is to approach Cablevision and try to secure a paid leave of absence in order to achieve it. Or, if he simply can't keep up the overnight pace and earn enough to make ends meet, he should consider finding another job such as sales that will pay more and provide the necessary flexibility to pursue his plan.

Two Key Lessons

Regardless of how Michael's story ultimately unfolds, it holds two key lessons for anyone motivated to pursue success: 1) Don't be afraid to set ambitious goals for your work and life as long as you can build a specific, credible, multidimensional plan to achieve them, and 2) The more your goals are directed at benefiting people beyond yourself, the more likely you'll be to achieve success by inspiring others to support you along the way.

I hope you find inspiration in Michael Evans' ambitious quest, and that the plan he and I came up with serves as a template for how you pursue your goals. If you'd like to share additional ideas with Michael, write me at dynamicpath@spencerstuart.com and I'll pass them along.