I'm a big fan of former world number one golfer, Lydia Ko. Former number one, and that title really rankles with me as it needn't have been so. She could have sat at the top of the world for years, and when I say years I mean a decade or more. But she blew it and I'll tell you why. She blew it as she and her parent managers were very naive.
Now what I'm about to say may sound racist. It isn't but the more sensitive out there may not want to read any further as you delicate flowers may need a lie down afterwards.
Right here goes. Lydia Ko has been very naive. How so? She engaged coaches that also look after her direct competitors. Up to that point she was looking good. Everything about her game was pretty strong. She got onto the green efficiently then drilled that putt. Drive for show, putt for dough.
Why is using coaches that also help direct competitors such a big issue? The answer is pretty simple. She's representing little New Zealand. NZ is a small country of only 4.5 million people that sits isolated and alone. No-one gets up in the morning to ask themselves what NZ thinks regarding anything. And to make matters worse, they're just a bit too good at a lot of things, like sport for instance. The clincher is that small NZ represents a tiny media market.
To be blunt about it; there are 100 reasons why NZ can be discounted and a few reasons why it should be counted and all of those reasons would be put forward by NZ. If this offends Kiwis, get over it, as it happens to be the fact of the matter.
Note that what I'm talking about is not a conscious scuppering of Lydia Ko's career. No, it is more likely unconscious bias. Think like this; if you have four people to work with, what is better. four inside the top 30 or three outside the top 20 and one at world number one? If you can't work that one out then you should never be in business. It is far better for the coach to have four in the top rank and fighting over one another to get to number one. It is certainly far more financially rewarding.
Why would Ms Ko choose such a disadvantage scenario? This is where you'll think I'm being racist: she forgot who she was representing. Or her parents forgot. They likely think they're Korean. In fact I'd be staggered if they didn't think that. But that's not who they represent. If they were representing Korea, there would be a strong incentive on the part of coaches to keep her at the top. The pay-off would be immense.
But with a NZ flag on her back, Lydia Ko does not bring big numbers with her. Any Kiwi out there on the world stage has to understand; they like you turning up and competing but they don't like you winning. If a judge or referee makes the decision then it can often go against you, so you have to put the result beyond doubt. In basketball terms I say you have to be better by 10 to win by two.
What is the answer for Lydia Ko? She has to ditch whatever game they've got her playing and go back to basics. Get the job done, and if that's boring then so be it. Bore the pants off everyone and win. Only use coaches that represent her, and no-one else. And you could add overall brand management to that as well. Any apparent conflict of interest and it must be ceased immediately, there can be no compromise.
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