In the golf industry there is no more powerful influence in each local golf community than the PGA or LPGA Professional.

I received an email last week suggesting that we need to appreciate PGA Professionals more for the nice fuzzy moments they create. The “warm-bread-at-supper” feeling when we know a member or golfer has benefited from your influence.

Sometimes those are real “goosebump” moments. Profound impacts on people’s lives.

I continue to sit in workshops and reviews and hear these stories. Whispered modestly in a room with fitting and coaching clutter. The gentle guiding hand of the wise Professional. And that’s where many of the stories must remain. The depth of personal impact on another human being is too deep to be revealed to a social media dominated by either commerce or division, but most definitely by cynicism.    

The trouble is that the “warm bread” is also invisible to the spreadsheet. There is no cell or calculation that quantifies the impact.

At most equity clubs in the US or high-end privates in the rest of the world, that might not matter. In financial speak “the upside is already factored into the price”. But what if you’re not at such a club or the market changes?

What happens if the spreadsheet reveals the cost of the “warm bread”, but no revenue contribution?

What happens if you want to get married, or buy a home, or start a family? How valuable does the club think that “warm bread” is now? How much more will they pay you?

“Warm bread” has a value. Your ability to bake that feeling at supper has a value. I E:
T: 0 (972) 743 0038 I M: +1972 743 0038
15851 Dallas Parkway, Suite 600, Addison, 75001, Texas



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