The annual circus around will Brett Favre come back or not is in full bloom. The rumors, speculation, and hypothesizing are being given the kind of time and attention more often reserved for true news stories that impact our daily lives much more personally and dramatically than whether a Football Quarterback who is on his fourth or fifth threatened retirement is really going to walk away this time for good. However one feels about his decision and the implications for their favorite team, there is a lesson to be learned by watching the evolution of his decision-making and actions.
Most have stopped caring if Brett Favre returns
Trust
When Brett Favre first hinted that he was considering ending his career, there was a genuine mix of sorrow that the game and the league was losing an iconic player and a feeling of happiness that he was walking away while he was still able to continue whatever his life’s pursuits were outside of football unencumbered by injuries that would otherwise prevent him from succeeding. Most fans of the game wished him well and acknowledged they would miss his exploits, but knew it was time to move on and cheer for others.
The trust he had developed between the fans and himself by being approachable, humble, and able to rise to challenges made the relationship special. In the five years since he has announced his retirement for the first time, he has fractured that trust and lost the feeling many had for him.
Reasons
His reasons for retiring and unretiring may be heartfelt and sincere, but it just comes across as if he is negotiating unethically. If he does not want to play for a team any longer, than say that and work to make that happen. If he prefers to avoid training camp after all of these years as a pro, then say that and don’t pretend you are retiring just to come back as the season starts. If he is injured and needs time to heal, then have a Dr. confirm where his recuperation is at versus expectations. If he wants more money, then communicate that.
His playing coy with the media, his employer, and the fans has lost any allure it once had. He portrayed himself initially as a simple living guy off of the farm, but now appears as sly and calculating as a person can be without becoming a fox. Simply put, he bores the fans now and any goodwill he had built up has been eroded beyond the point of repair. Sure, there will be some that will forgive and forget if he reappears on the field and is able to perform admirably. For the vast majority of fans though, he is now an object of scorn and derision. He is a cartoon to be laughed at, not admired.
Business Lessons
The important thing to take from the way Favre has handled this issue each year since 2005 is that fans or customers will be loyal to you as long as they can believe you when you speak. As business people, we have to stop and consider if we are doing things Favre-like:
- Telling a customer that this sale will end in a week, only to have it extended frays that trust
- Announcing that one has the lowest prices or broadest assortment, only to have the customer uncover better prices at a competitor
- Claiming to have a liberal return policy, be easy to do business with, or being proactive with a highly trained customer service staff – all proven false when a customer has to jump through hoops, there are conditions to be fulfilled, there is red tape, etc. that must be adhered to before any of the claims can take place.
Favre may not care what fans or others think of his toying with his talk of retirement. After all, he is a millionaire many times over and does not likely care what the media reports, commentators bloviate, and bloggers rail about – but few business can afford to treat their customers as pawns in a game to be used or ignored as one sees fit. Eventually, the customer gets wise to the game and seeks out other suppliers or vendors to meet their needs. Unfortunately, there is no Quarterback in business that can complete a touchdown pass after the game has ended due to lack of interest!
