A few months before the Olympics I saw a TV news report that intrigued me. It was about New Zealand professional racing cyclist, Hayden Roulston. I knew that Hayden had battled with health and social issues but was now on a strong rebuilding path. In the brief interview he was quick to point out that while his PHYSICAL and MENTAL preparation had to be at their peak he was now working on higher levels of engagement. He was experimenting with alternative remedies and working on his EMOTIONAL and SPIRITUAL states.
I was quick to write down his comments, for his preparation structure parallels Wasabi's Degrees of Focus© model which we use to define a brand's mana and develop a highly level of positioning. The further around the Degrees of Focus' dial that we can position a brand, the greater the emotional connection we have with that brand's consumer.
We all know the lengths successful teams like the All Blacks or Team New Zealand go to find the edge over the competition. It's not just about physical fitness and technique – to be at the top of your game you have to deal to your emotional and spiritual states, just like a brand needs to develop its experiential and attitudinal degrees. Read more on Degrees of Focus here.
Hayden went on to win the silver medal in the men's 4000m individual pursuit and a bronze medal in the men's 4000m team pursuit at the 2008 Summer Olympics in Beijing.
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