Influencing the industry to appreciate the power of engagement.
Every conversation you have with a golfer is an opportunity to ask about their game. It’s a chance to lead them through questions to a place where you can inspire them to want better. To see THEIR PERSONAL opportunity gap. Now, you’re not selling, you’re fulfilling a requirement. 

I had always seen BETTER or improvement as the best approach. I had not been a fan of “frightening” the golfer into an “opportunity gap”.  

In our “revenue workshops” we disparagingly highlight, using a real video advert, how the pharmaceutical industry uses the threat of illness to create a “negative” gap. The content was created four years ago.

A retired fireman tells how he had a very painful rash on his neck that he thought was an allergy and it turned out to be shingles. He looks at the camera and informs the viewers that “you do not want to experience this”, before the voice-over tells us that shingles is in all of us waiting to flare up. There’s a cure of course.

We’re a long way past shingles now. But I don’t want to stray off point. What that advertisement was doing is obvious.


A PGA Professional did something similar with me to create a better understanding of negative opportunity gap. She asked me:

“When you were at your peak, how far did you hit it off the tee? How far do you hit it now when you connect? How much more distance do you think you’ll lose over the next 3-5 years? What if you could change that? Would that matter to you?”

Of course it does. Of course I’m interested.


Can you see similar opportunities?


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