Are we under-achieving, if we measure the number of golfers who invest in coaching?
If the creation of an emotional connection between brand and customer has a 300% impact on the amount of word-of-mouth marketing generated, then we want ‘emotional connection’. And that takes more than you just being a great relationship person.

The depth of emotional connection that a golfer makes with their golf coach will depend on the scope of relationship being developed. Nurses know this.


Boris Johnson, the British Prime Minister, after he left hospital recently was effusive about specific nurses in his first press conference. He was emotionally connected to them. This isn’t unusual in those admitted to hospital with a life and death challenge.

The relationship moves from a series of nursing transactions; taking temperature, recording readings, delivering medication etc; to a very clear, important and much greater ‘life-saving’ goal. The relationship moves from transactional competence to emotional support.

How do you change the scope of the relationship with your student? Do you have a technique or procedure that expands the relationship from the functional and technical to a much bigger ‘life-changing’ goal?


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