The Anatomy of Failure: The Redskins Business Model
By: Turner Sports Desk
As a paid business consultant I’ve decided to take the Redskins on as an
in-voluntary client. The first step in problem solving is admitting you have a
problem. The win-loss record and the lack of Lombardi trophies since 1991 is
proof positive you have a problem.
Ownership – I believe Daniel Snyder wants to win but in
order to win he needs to distance himself from his beloved Redskins. Daniel
Snyder is a marketing genius because how can anyone explain how this team is the
most profitable NFL franchise even though they’ve done nothing of note on the
field since Snyder took over? Unfortunately marketing genius does not translate
into NFL front office genius. Daniel Snyder would be best served by hiring a GM
with a proven track record and giving that person complete authority to build a
consistently competitive franchise even at the cost of some of Snyder's
marketing activities like open camp at Redskin Park. The upside for Snyder is
that it is a lot easier to market a winning team.
General Manager – Contrary to popular belief Vinny Cerrato
is a football guy and has been for a long time. The real question is if Cerrato
is a good football guy. Again, all you need to do is take a
look at the Redskins record since Vinny has been a significant contributor. Look
at his coaches, his scouts and his player acquisitions. Wins-losses and
Championships is the only way to ultimately judge the GM of any franchise and by
that performance standard Vinny should not be an NFL GM.
Team foundation (how to build the franchise):
A draft based team - is cheapest and most stable foundation
for a franchise. Players have the advantage of growing up in your system, they
have no bad habits from other teams and they are much cheaper than free
agents.
Free Agency focused team – Free agents cost more, they are
not guaranteed to fit your team/scheme, the expectations are bloated and paying
a disproportionate amount for a player makes it impossible to maintain team wide
quality depth.
Cyclical Replacement – It is the job of the GM to ensure
that for every starter there is either a mid career pro or rookie behind him
that at a minimum provides quality depth or at max value is
ready to compete for the starter’s job. The Redskins spin so much on single
players that they cannot field quality depth (see the O-Line). Cyclical
replacement means your coaches are successfully training players to step in and
step up when needed. Cyclical replacement means you get rid of players while
they still have value (see Richard Seymour) in order to get max value in return
without significantly hurting the team. Successful implementation of cyclical
replacement requires a forward thinking GM that is all about winning and staying
competitive. The Eagles, Ravens and the Patriots are good examples of cyclical replacement organizations. They do not let players get too old, over priced or too
comfortable.
Coach Selection - Why is this important? The personality of
your coach becomes the personality of your football team. The coach needs to be
the right fit for the division. For example, Tom Coughlin was a perfect fit in
New York because the Giants needed a motivator and disciplinarian. Andy Reid was
a perfect fit in Philly because they needed a Hybrid. By comparison Jim Zorn has
been on the job for 19 games and the Redskins have no identity.
Three most common types of Coaches:
Motivators – A coach that brings out the absolute best in
his players. This guy understands that X’s and O’s will only take you so far.
People figure out what you are doing after a while so you just have to be
tougher-meaner than the other guy and execute better. Mike Tomlin is an
excellent example of a good motivator.
Strategists – A coach that maximizes the talent he has via
extreme feel for the game, players and the moment. Joe Gibbs was a strategist
when he arrived in Washington. He had the benefit of a motivator and 2nd in
command in Ritchie Petibon. If you ask the Redskins of that era Petibon was the
guy players feared on both offense and defense. If you hire a strategist you
have to surround the strategist with motivators and teachers otherwise the team
will lack toughness and discipline (see Jim Zorn).
Hybrids – A coach that is both a motivator and a strategist.
If you can find this guy hire him immediately because not only will he provide
your team with an identity that starts with toughness/discipline but he will
squeeze every bit of talent out of them. Mike Singletary is the best new hybrid coach in the NFL. The Redskins had a hybrid type of Coach/GM with
Marty Schottenheimer but Daniel Snyder fired him due to a lack of control. All Marty did was move on to San Diego
and make that franchise a winner.
Coaching Staff – A coach is only as good as his staff so you
must get good complimentary coaches. Motivators need strategists and vice versa
while Hybrids only need teachers.
Summary: How to fix the Redskins?
Limit Dan Snyder to marketing and check writing (what he is good at)
Hire a NFL GM with a proven track record specifically in the areas of talent
evaluation and cyclical replacement
Allow the GM to hire a good football coach and a complimentary coaching
staff
Limit the amount of media interaction with players and coaches so they can
concentrate on football.