Creativity is a word we don’t easily associate with the profession of golf. But it’s a skill we need to appreciate if we want to grow the game.
Seth Godin, in a book he wrote, asked the question:

“If a doctor prescribes insulin for a diabetic, is she selling?”  

The answer seems obvious, doesn’t it? She’s using her professional skill to improve, or even save, a life.

I might argue that there are doctors who manage a 15-minute timetable and prescribe solutions to symptoms, who might actually blur the answer to that question.

If you’re playing golf with a member or visitor and you can see their golf clubs are holding them back or their swing causes them a challenge, especially off every tee box, should you recommend they book in for an equipment or swing assessment with you?

Is that selling?

Or is it the work of a professional? 


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