TSL #021: Finding Your Close Encounters Moment in Business
When reflecting on the success of Ultimate Hoops League, a defining moment stands out—a moment that could have determined its fate as either a short-term failure or a runaway success.
It was the start of our second Fall 2006 season in Minneapolis, the league's inaugural market, and I was determined to take our content game to the next level.
Armed with a video camera and microphone, I embarked on a mission that evening with Mary. As we made our way to the Bloomington Kennedy Activity Center, I felt the weight of the pivotal moment ahead.
I confided in Mary, saying, "What I'm about to attempt tonight will determine if the vision of Ultimate Hoops will resonate with the players. It's a do-or-die moment."
My plan was to conduct the first-ever on-camera, post-game interview with a player in recreational basketball history.
There were only two possible outcomes in my mind:
The players would dismiss our cameras, deeming us ridiculous for attempting ESPN-style interviews after games.
The players would embrace the opportunity, fulfilling their childhood dreams of being interviewed on camera, and discussing their game performance like their NBA idols.
Driving home that night, my face betrayed my emotions—a mix of wonder, excitement, and a smile that mirrored Richard Dreyfuss' character in "Close Encounters of the Third Kind" after witnessing a UFO descend upon his truck on the railroad tracks.
Mary, noticing my restless state, remarked, "You're not going to sleep tonight, are you?"
But her words barely registered, as all I could hear was the replay of the Ultimate Hoops player's interview looping in my mind. He genuinely believed he was an NBA player!
She was right. Sleep eluded me that night.
Instead, I poured my energy into editing the interview, trimming it down to its core essence, and adding a title and closing sequence. I even layered my favorite '80s song as the background soundtrack. In that moment, I experienced my own Close Encounters revelation—building a model of NBA interviews I had watched countless times as a kid.
By 5 a.m., the video was ready. I uploaded it to the Ultimate Hoops website and retired to bed as the sun began to rise.
Upon awakening in the early afternoon hours, my inbox overflowed with messages from league players. The sentiment echoed universally:
"That video was unbelievable!"
Seventeen years have passed since that pivotal moment, and as the Ultimate Hoops League continues to thrive, one thing remains constant—the inner dialogue of players when they see the Ultimate Hoops cameras approach their bench:
I hope it's me they pick for the post-game interview.
Our unwavering obsession with making our Ultimate Hoops customers feel like NBA stars served as rocket fuel, propelling our rapid growth in Minneapolis and eventually leading to our acquisition by Life Time after just 18 months, paving the way for national expansion across North America.
I share this story to inspire you to delve deep into your soul, searching for that which stirs you, fuels your dreams, and compels you to elevate.
Just as we tapped into the universal desire to make people feel special by interviewing recreational basketball players, you too can find what makes you feel special. It could be a gesture, big or small, you receive at your favorite store, or the emotions evoked by a piece of art—be it music, film, or visual artwork.
Discover the essence within that art, and infuse it into your business. Even if it resides at the fringes of your services, your customers will feel it. Never underestimate the perceptiveness of humans.
I often advise my clients, "Build a business that taps into emotion, and you'll never have to worry about sales."
Dive deep and remain submerged until you find your obsession. Let it fuel your happiness and business results for a lifetime.
