Reimagining team culture - Raiders coach Antonio Pierce leads by example
What’s the story?
While culture belongs to everyone, it’s role modelled from the top. It’s a rare thing to find a ‘culture first’ coach. One who recognises that future results will be built on relationships, intrinsic motivation and camaraderie, but this is what Antonio Pierce is doing at the Las Vegas Raiders NFL team.
Cementing his position as permanent coach after an interim period in the role, Pierce’s confirmation is being heralded as a commitment to the present which includes retaining athletes who are keen to be part of a positive future under his leadership.
Having been appointed head coach, he finished the season with a 9-8 record, but has concentrated on what former Olympian and author Cath Bishop calls a ‘Long Win’ approach. That is, not a ‘win at all costs’ approach, but a sustainable commitment to continuous improvement. The Raiders are building a foundation for future Super Bowl wins.
Hallmarks of the team culture under Pierce include a preparation mindset with less focus on the opposition and more on the team performance, open and frequent communication along with self-reflection and a sense of fun that starts in the locker room.
The players are on board. Pierce encouraged his squad to use the Raiders facilities pre-season to get themselves ready before official training started. The players weren’t permitted to interact with the coaching staff, instead, the emphasis was on developing intrinsic motivation - they do it because they want to do it, not because they’re told to.
Linebacker Robert Spillane said: “The leaders of the team were showing that they’re not too big to come in and work every day in the offseason. So, that inspired me to stick around here for the majority of the offseason and to encourage other guys. You know, get in the building. You get to be around the boys. I was really proud of the guys that stuck around and showed that they’re putting in that work.”
And Pierce, with his trademark humility, said of the off season efforts: “I think we created a culture and a fit at the building where it’s OK to hang out. We’re not going to step on your toes. I give ’em a wave when I see ’em, but I don’t check in and see if they’re doing this and that. We’re going to see results when we get out there in the spring and, more importantly, when we get to training camp.”
Pierce is known as a straight-talker, who delivers with a little swagger and a lot of smiles, and most importantly he leads by example. Putting in the work upfront so he can enjoy the wins further down the line.
The Team Code Take
Culture isn’t often the first word coaches use when going into an organisation. You will hear fitness, tactics, players and even facilities long before culture. But coaches who prioritise culture are setting a more deliberate tone that will lead to sustainable success.
There are a couple of key ingredients to the culture of being a Raider, which are clear, thanks to Pierce. The first is creating an environment where players feel empowered to do extra work. This gives them more internal motivation and makes them feel more seen than being forced to do the work.
Secondly is the intention to have fun and appreciate every moment they have as a Raider. This is often lost in elite sport and players always perform better when they are happy!
Suggested actions
Empower without enforcing
By making some aspects of training optional, motivated team members will show up for each other because they want to, not because you ordered them to.
Better together
Talented individuals can only take a team so far. How can others learn from them? How can they role model what you want to see across the whole team or organisation?
Mindset mastery
Rather than worrying about the opposition, focus on elements you can control: the work put in, the relationships and communication and of course, the practice.