Are we under-achieving, if we measure the number of golfers who invest in coaching?
If I was talking to Kevin Roberts, author of Lovemarks, I’d ask him to re-examine the limits of impact that can be created by a ‘brand’ after visiting golf coaches I know.

I’d tell him that the impact of those coaches goes even way beyond that of Lovemark brands like Apple.

I’d tell him that the impact of the Lovemark coaches in the golf industry gets close to that of ICU nurses and physicians with their patients.

I’d ask him to write a book for General Managers, Directors of Golf, Head Professionals, and Coaches, highlighting the power of the emotional connection between a golfer, golf coach, and a game-changing, life-changing goal.

I’d want him to celebrate the role of the coach as a technician, an inspiration, and as a “carer”. 
As I finish this series, I have just received a call from a PGA Professional who just outperformed his expectations in a sectional event. He was joyous about it. But front and center of his feedback was his reference to Randy Smith (his new coach). His description of Randy’s impact was absent of anything technical and full of emotionally charged words.

Randy Smith, you’re a LOVEMARK, because you can deliver an exceptionally good technical product, and emotionally connect a golfer, another PGA Professional in this case, to the game.


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