Finish the Story!

by Brandon Steiner September 20, 2012 0 Comments

Call me Ishmael.

It was the best of times, it was the worst of times.

He was an old man who fished alone in a skiff in the Gulf Stream and he had gone eighty-four days now without taking a fish.

You might recognize these lines.

They're the openings, respectively, to Moby DickA Tale of Two Cities, and The Old Man and the Sea.

I was thinking about great openings the other day when an employee of mine came to me with an idea for a promotion Steiner Sports could do in conjunction with WFAN for one of our player meet-and-greets.

It was a great idea. If handled well, WFAN would winSteiner would win, the players would win - everyone would be happy.

But even though it was a great idea, I wish he had come to me with more.

What I mean is:

How will that deal help the rest of the company - in addition to the one department it's directly tied to?

How will this deal lead to the next deal?

How will this deal make more money than similar options?

In other words: How does this story end?

What does it look like when you play the tape all the way through?

A great idea is nice, but I like to see my team members finish the story all the way through. It's nicer when they do that and I, as the manager, don't have to step in and come up with the ending. Saves everyone a lot of time.

My question to you is: How many times have you presented a great idea to your company, without finishing the story?

Just as a great novel needs the whole story, so does a great business deal.

In effect, the finish is where you make the money.

Brandon Steiner
Brandon Steiner


Brandon Steiner is the founder and chairman of Steiner Sports Marketing and Memorabilia, the largest company of its kind in America. Considered a sports marketing guru, Brandon is a permanent fixture in the media as a regular on ESPN NY Radio 98.7 FM and as host of "The Hook-Up with Brandon Steiner" on YES Network. He has appeared frequently on CNBC, CNN, MSNBC, ESPN, and in newspapers including the New York Times and the Wall Street Journal. The author of The Business Playbook: Leadership Lessons from the World of Sports and You Gotta Have Balls: How a Kid from Brooklyn Started From Scratch, Bought Yankee Stadium, and Created a Sports Empire, Brandon lives in Scarsdale, New York, with his wife, Mara and children Crosby and Nicole.

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