The Bubble Playbook

If a tree falls in a forest and nobody’s around to hear it, does it make a sound?

An age old question.

Unanswerable. Unsolvable. Unthinkable. Bla. Bla. Bla.

Until now.

Adam Silver and his 30 bosses have decided to turn that empty forest into a vibrant bubble.

The National Basketball Association returned nearly two weeks ago.

For the last few years, the NBA, like any business, has gone through changes. In fact, coaches can now challenge calls they disagree with. Gasp!

And, yet, no change has impacted basketball like this global pandemic.

Today, when you watch an NBA game, there are no fans.

Nobody screaming at a terrible call.

No one cheering on their favorite player.

No earthquake-like energy in the game’s final twenty-four seconds.

Fundamentally, basketball has never been played without an audience.

The fan impacts so much, and the NBA has had to adapt.

And adapt they did.

Viewership peaked during opening night’s Lakers-Clippers showcase with 4.1 million fans tuning in from home while hundreds more sat their “in person.”

So, yes, when a tree falls in the bubble, it does make a sound.

Business, on the other hand, has never been played with this large of an audience, with this many waiting in the forest for the next tree to fall.

In fact, during a moment of global health crisis, the President of the United States is trying to take a cut of a potential Microsoft-TikTok acquisition.

If that wasn’t enough, just two weeks ago, four of the richest men on earth stood (read: sat on Webex) before Congress to explain their power.

And it’s not just the technology sector.

Companies are now forced to be more efficient and effective. Doing more with less. Being both politically and socially correct. Developing unbreakable supply chains. All while appeasing employees, customers, and shareholders.

During this stressful time, one place all business leaders can turn to for inspiration is that bubble in Bay Lake, Florida, just outside Orlando.

Lucky for them, TNT, ESPN, and ABC have been broadcasting every bubble movement. Day and night. Night and day. Magic City and room service.

The Wide World of Sports Complex, where the best in their profession have gathered to train and compete, is a living Masterclass for CEOs everywhere.

Aside from Mr. Silver’s knack for brand strategy, the bubble’s primary lesson is that regardless of who’s watching, the greats show up to hone their discipline, display their creativity, and, ultimately, drive results for their organization.

No matter the circumstance.

When nobody is watching, there’s only two things a brand or person can do.

Work on your craft and find new ways to get noticed.

In business terms, improve your product and refine your distribution.

Players like TJ Warren are getting national attention for their improved craft, while others like JaVale McGee are getting digital recognition, also known as views on YouTube, for their creativity and storytelling (i.e. distribution).

In retail, there are two types of marketing strategies; push and pull.

Push sends communication outwards, bringing you to the consumer.

Pull sends communication inwards, bringing the consumer to you.

The NBA is this year’s primary example of a brand doing both brilliantly.

So when a tree falls and nobody’s there, it does make a noise.

It’s just up to you and your organization to give people a reason to hear it.

Make a louder tree. Bring more people to the forest. Promote 50% off axes.

Whatever you do, don’t make the excuse that this is “an unprecedented time.”

You’re not the only brand feeling the pressure.

But you may be the only one ready for that championship run.