Why Business Is the Ultimate Sport

As a metaphor for business, sport goes a long way.

When the Olympic flame was extinguished in true Parisian style, I found myself reflecting on this incredible event and some of the lessons we can take forward into business.

Like sport, success in business hinges on a well-honed strategy, relevant skills and execution excellence, continuous improvement, and embracing innovation. To succeed in both arenas, participants need to think on their feet and adapt to changing circumstances. And in both, you play an individual and a team game.

It’s a great metaphor – to a point.

Sport has defined rules. Business operates in a more fluid landscape, affected by the waves of geopolitical tensions and conflicts, economic and environmental changes, and rapid advancements in technology. It responds to the overall global mood and local dynamics, sometimes requiring adaptation to seemingly entirely new games overnight. The closer you look, the more you realize that excelling in business requires next-level mastery.

Excellence happens with continuous, meaningful change.

In 1924, the 100m was won by Harold Abrahams of Great Britain in 10.6 seconds. This month Noah Lyles ran the distance in 9.784 seconds, shaving off 0.816 seconds, and winning by only 0.005 seconds. That difference is the culmination of 100 years of continuous meaningful evolution.

Much has changed over the years. While cutting edge at the time, the first running shoes had iron spikes and unforgiving leather insoles compared to today’s breathable textile uppers and foam inners. Originally, tracks were an uneven hard cinder or clay compared to todays prefabricated vulcanized rubber which stores kinetic energy and is designed for traction and speed. Today, starting blocks are no longer dug out of the track, nutrition is a science, and training is enabled through advanced technology and research.

Citius, Altius, Fortius (Faster, Higher, Stronger) is the Olympic motto, and relentless progress and innovation have indeed built a new era of sport. Continuous change however is everyone’s new reality. And it’s picking up speed. As in sport, organizations that want to stay ahead of the game will evolve incrementally but must also embrace bold reinventions and transformative leaps to keep moving at pace. Business must accept this new reality and see the opportunity that this presents to stay relevant and win.

Skill inspires respect, heart builds connection.

Like everyone, I marveled at the discipline, strength and courage displayed by the world’s top athletes, and watched in awe as numerous world records were shattered across gymnastics, running, swimming, cycling, climbing and weightlifting.

But while admiring these almost superhuman achievements, I had to acknowledge that it was the very human moments that captured the imagination and interest for me and the world. The inspirational boxer Cindy Ngamba‘s loss in the semifinals securing the first medal for the IOC Refugee Olympic Team. Turkey’s cool and calm silver medal winner in shooting. The DJ playing “Let it be” to de-escalate tensions in the Brazil Canada women’s beach volleyball final, and the crowds taking up the song. These are stories we remember and are drawn to.

In business, when we show both our excellence and humanity, we supersede our abilities. It allows us to pierce the veil of anonymity and become visible and accessible. We build trust and recall, and strengthen relationships with our customers and partners. In sport, these moments happen naturally and immediately. In business, your brand’s purpose, voice and values must be consciously elevated, and authentic leadership prioritized.

Stay focused, finish strong.

The many Olympic victories were exhilarating, with each triumph marking the realization of an athlete’s lifelong dream. Yet, when expected wins slipped away, it was difficult to watch—and I can imagine even harder to experience. If we take anything from those events besides the ever-present element of chance, it’s a warning about complacency.

In the final leg of the women’s 4x400m relay, the Dutch team were leading, and gold was practically a certainty. That was until their final runner, Femke Bol, stumbled and fell just meters before the finish line. The team never medaled. In the men’s 100m freestyle final, top contender Caeleb Dressel was leading comfortably until he misjudged his final stroke, allowing Australia’s Kyle Chalmers to out-touch him by 0.02 seconds, pushing Dressel off the podium entirely.

The last mile, the final leg, the last stretch – these are the most precarious. Distraction, excitement, even exhaustion can cause us to lose focus. With only milliseconds often separating first place from the rest of the field, victory can never be taken for granted.

It brings to mind something my Uncle Henri would always say when he would take me fishing as a young boy. “Koen, ne fais pas la fête tant que le poisson n'est pas à terre!" (do not celebrate until the fish is on the land). A lesson you need only learn once. ?After years of dedication, training, and persevering over countless hurdles, neither you nor your team can afford to lose focus, even for a second.

Setting ambitious goals. Maintaining the dedication and discipline to realize a shared vision. Prioritizing adaptability, resilience, and continuous improvement. Nurturing collaborative teams and cultures of innovation. Each element interlocks to form a foundation for sustained success.

Victory isn’t a matter of chance. Victory is claimed by those who push beyond limits, adapt under pressure, and pursue greatness relentlessly. The sport of business requires we win in an arena where the finish line is drawn in shifting sands and the race never ends. Let the games begin.