Craig Tiley - Commercialisation
0:00:04.550,0:00:10.120
Craig Tiley, Director of tennis for Tennis
Australia, as well as the tournament director
0:00:10.120,0:00:11.280
for the Australian Open.
0:00:11.280,0:00:16.850
The balance between commercialisation and
development is one of the more challenging
0:00:16.850,0:00:22.140
balances that you can really play in sport,
and your 100% right, commercially you are
0:00:22.140,0:00:26.939
focused on short term result, making money
so that you can spend it.
0:00:26.939,0:00:31.939
Where as in Tennis development or development
of the sport it is a long term approach that
0:00:31.939,0:00:33.790
has to have sustainability.
0:00:33.790,0:00:38.280
So the action plan you take around to get
people to understand that or to get come along
0:00:38.280,0:00:45.280
to that is 1. Have a very clear strategy,
that's simple to explain, simple to understand,
0:00:45.940,0:00:51.089
because when that happens people know what
they are going to be working towards. 2. Around
0:00:51.089,0:00:57.440
that strategy have some very clear accountabilities,
that are measureable, because measuring the
0:00:57.440,0:01:02.350
end has had about ten little measurements
along the way, so you need to make sure that
0:01:02.350,0:01:09.190
you are measuring step 1, step 2, step 3 and
your rewarding, recognising or correcting
0:01:09.190,0:01:14.770
or holding accountable people who are coaches
or officials that have to perform at each
0:01:14.770,0:01:16.190
of those steps.
0:01:16.190,0:01:20.960
So there's a step pathway that I get to step
10 then I reach the end, which is the end,
0:01:20.960,0:01:26.040
the outcome of having great players, great
coaches great officials, whatever it may be.
0:01:26.040,0:01:30.630
The second thing would be, besides the pathway,
the second thing would be patients, you've
0:01:30.630,0:01:37.630
got to sell and you've got to market, and
let people know that this does take time,
0:01:38.810,0:01:43.180
and give the reasons why this does take time,
give examples globally and give examples nationally
0:01:43.180,0:01:44.520
on why it does take time.
0:01:44.520,0:01:50.030
And why its important that having that patients,
just keep sticking to the plan, we forget
0:01:50.030,0:01:55.670
that, we make a short term decision, because
it feels good, but its not part of the major
0:01:55.670,0:02:00.390
plan, and then we start to undermined that
long term sustainability.
0:02:00.390,0:02:06.850
The third thing, great deal of discipline,
and most people, it's here or now, in particularly
0:02:06.850,0:02:11.360
today, I want something now, and I want to
be satisfied now.
0:02:11.360,0:02:17.980
But the discipline of doing something today
that's a building block for later on is critically
0:02:17.980,0:02:22.420
important, the analogy is building a house,
the roof just doesn't go on before the walls.
0:02:22.420,0:02:26.590
We have to build the walls before we put the
roof on, and in the development pathway, that
0:02:26.590,0:02:33.590
really has to take place. The fourth thing,
is resourcing, everyone needs to understand
0:02:34.450,0:02:41.000
that anytime everything’s commercialised
and revenue is generated, it needs to be strategically
0:02:41.000,0:02:42.640
invested right back into the sport.
0:02:42.640,0:02:47.160
It doesn't need to go anywhere else. So the
sport needs to be very well resourced and
0:02:47.160,0:02:53.310
it can be resourced in money, in time, in
people, systems, programs but it has to be
0:02:53.310,0:02:58.140
well resourced so that you can have the opportunity
to at least reach those milestones to get
0:02:58.140,0:02:59.170
to the final objective.
0:02:59.170,0:03:05.110
I answered the long way around, just that
balance between the two if definitely one
0:03:05.110,0:03:09.760
of the more critical decisions anyone can
make in any role within a sport.
Craig Tiley, Director of tennis for Tennis
Australia, as well as the tournament director
0:00:10.120,0:00:11.280
for the Australian Open.
0:00:11.280,0:00:16.850
The balance between commercialisation and
development is one of the more challenging
0:00:16.850,0:00:22.140
balances that you can really play in sport,
and your 100% right, commercially you are
0:00:22.140,0:00:26.939
focused on short term result, making money
so that you can spend it.
0:00:26.939,0:00:31.939
Where as in Tennis development or development
of the sport it is a long term approach that
0:00:31.939,0:00:33.790
has to have sustainability.
0:00:33.790,0:00:38.280
So the action plan you take around to get
people to understand that or to get come along
0:00:38.280,0:00:45.280
to that is 1. Have a very clear strategy,
that's simple to explain, simple to understand,
0:00:45.940,0:00:51.089
because when that happens people know what
they are going to be working towards. 2. Around
0:00:51.089,0:00:57.440
that strategy have some very clear accountabilities,
that are measureable, because measuring the
0:00:57.440,0:01:02.350
end has had about ten little measurements
along the way, so you need to make sure that
0:01:02.350,0:01:09.190
you are measuring step 1, step 2, step 3 and
your rewarding, recognising or correcting
0:01:09.190,0:01:14.770
or holding accountable people who are coaches
or officials that have to perform at each
0:01:14.770,0:01:16.190
of those steps.
0:01:16.190,0:01:20.960
So there's a step pathway that I get to step
10 then I reach the end, which is the end,
0:01:20.960,0:01:26.040
the outcome of having great players, great
coaches great officials, whatever it may be.
0:01:26.040,0:01:30.630
The second thing would be, besides the pathway,
the second thing would be patients, you've
0:01:30.630,0:01:37.630
got to sell and you've got to market, and
let people know that this does take time,
0:01:38.810,0:01:43.180
and give the reasons why this does take time,
give examples globally and give examples nationally
0:01:43.180,0:01:44.520
on why it does take time.
0:01:44.520,0:01:50.030
And why its important that having that patients,
just keep sticking to the plan, we forget
0:01:50.030,0:01:55.670
that, we make a short term decision, because
it feels good, but its not part of the major
0:01:55.670,0:02:00.390
plan, and then we start to undermined that
long term sustainability.
0:02:00.390,0:02:06.850
The third thing, great deal of discipline,
and most people, it's here or now, in particularly
0:02:06.850,0:02:11.360
today, I want something now, and I want to
be satisfied now.
0:02:11.360,0:02:17.980
But the discipline of doing something today
that's a building block for later on is critically
0:02:17.980,0:02:22.420
important, the analogy is building a house,
the roof just doesn't go on before the walls.
0:02:22.420,0:02:26.590
We have to build the walls before we put the
roof on, and in the development pathway, that
0:02:26.590,0:02:33.590
really has to take place. The fourth thing,
is resourcing, everyone needs to understand
0:02:34.450,0:02:41.000
that anytime everything’s commercialised
and revenue is generated, it needs to be strategically
0:02:41.000,0:02:42.640
invested right back into the sport.
0:02:42.640,0:02:47.160
It doesn't need to go anywhere else. So the
sport needs to be very well resourced and
0:02:47.160,0:02:53.310
it can be resourced in money, in time, in
people, systems, programs but it has to be
0:02:53.310,0:02:58.140
well resourced so that you can have the opportunity
to at least reach those milestones to get
0:02:58.140,0:02:59.170
to the final objective.
0:02:59.170,0:03:05.110
I answered the long way around, just that
balance between the two if definitely one
0:03:05.110,0:03:09.760
of the more critical decisions anyone can
make in any role within a sport.
