Tom Brady and the New England Patriots were just served their punishment by the NFL for the organization’s participation around the deflation of footballs used in the AFC playoffs games last season. In journalistic shorthand, this has become known as “Deflategate.” Brady received a four game suspension, the team was docked $1 million and lost some draft picks.
There is plenty of teeth-gnashing by the devoted Patriots fans and detractors alike regarding the severity and impact of the punishments handed down by the league. But that isn’t what this article is about.
What has been most interesting to me is the lack of leadership we are seeing from Robert Kraft- the owner of the Patriots and the Patriots as an organization. For those non-NFL fans out there, it is important to note the Patriots have been one of the most successful teams in the modern NFL. Robert Kraft wielded tremendous influence and respect among other NFL owners and the Commissioner Roger Goodell. It is also worth noting the Patriots were caught cheating in 2003 as well (Spygate).
Unfortunately, Mr. Kraft and the Patriots have not shown the same kind of leadership during this latest controversy that previously allowed them to rise to the premier franchise position in the NFL and garner worldwide respect as a winning organization. Let me break down some of the leadership mistakes I have witnessed.
Take responsibility and own the issue
Robert Kraft has been resolute in his objection to almost everything the league did as part of Deflategate. He questioned the motives, he asked for an apology from the league, he argued the investigation results and methodology and even railed against the punishment handed down. Despite a mountain of circumstantial evidence that would be enough to bury any public company’s CEO, Kraft refuses to take responsibility for his organizations problem. Deflecting blame and accountability makes him look weak as a leader- ineffective at dealing with issues and problems the team is facing.
Be clear and be consistent
After stating the Patriots would accept the findings of the league and subsequent punishment, Kraft ferociously complained about the severity of the fines, suspensions and forfeited draft picks once the sanctions were announced. He is sending the message to his team that you should say the right things only when you get what you want (or think you will).
Maintain a unified voice
Don Yee is Tom Brady’s agent. He has gone on almost every major and minor news program to skewer the investigators, league offices and anyone else associated with the prosecutorial side of the controversy. Don Yee is not a member of the Patriots organization and instead of trying to reign him in, the Patriots seemed to turn a blind ear to him and allow him to act as a defacto attack dog. Yee comes off as petty and self-serving and that doesn’t help the Pats in the short or long run. Everyone speaking on your behalf become the collective reflection of your organization.
Censor yourself as needed
You can’t put toothpaste back in the tube. Similarly, once you impugn your employer (NFL), boss (NFL Commissioner) and co-workers (GMs and owners from other teams), whatever positive legacy you once enjoyed quickly disappears. Kraft was one of the most revered owners in the league and was widely seen as the model for all NFL owners- and for good reason. He is incredibly charitable, he influenced important regulation and rule changes for the NFL which helped its popularity soar and, most important to his fan base, his team wins consistently.
Building your reputation as a leader can take years and require tremendous effort. Destroying that reputation can take minutes.
It’s hard to envision an eventual outcome where the Patriots, Tom Brady and Robert Kraft can regain the same stature and respect they commanded before this latest controversy. It will be really intriguing to see, with the benefit of hindsight, how that diminished reputation was hurt more by their response to the allegations then the cheating itself.