Would You Volunteer to Take Your Company's "Penalty Kick"?
I learned something new last week that I just love.
I had the pleasure of being in London during the excitement over the European Football Championships – this year, an all-English final: Chelsea (the team supported by much of London proper) versus Manchester United.
It turned out to be a great game – tied 1 to 1 after regulation, decided in a nail-biting shoot-out, marked by rain, tears, amazing athleticism, and one ignoble fall. Sports at its best. (Manchester won.)
Here’s what I loved. It turns out that the way they decide who will take those final shots at the goal – who will stand out there alone for all the world to see, for a few life-changing seconds, poised on the brink of an indelible future as either hero or goat – is that the coach asks the team who would like to “step up.” It’s a volunteer activity!
Can you imagine – the most important game of the year on the line – down to a do or die situation – and the coach asks for volunteers! “Who wants to step up?”
Not the sort of top-down, “I’m the seasoned coach/boss; I’ll use my greater experience to figure out the strategy” that many business experts would advise. Not a statistics-based, “let’s choose those with the best record and presumed highest probability” that other sports are adopting. But a real bottom-up, “Who’s up for doing this now?”
In this game, at least one guy “stepped up” who had not yet touched the ball all game – came right off the bench for the big moment. (I was so amazed at first that I thought I understood the announcer to be saying that he’d come out of the stands – now that would really be incredible. Can you picture it: fans, jumping down to don a jersey and step up!) But that turned out not to be the case – he was a member of the team and had subbed in earlier in the game for a short time, but never came in contact with the ball. Now, in the limelight, I was relieved when he scored.
Another poor guy stepped up, slipped on the wet grass and missed the goal – not with a block by the goalie – just a humiliating fall. The talk of the town the day after was whether he showed good judgment in stepping up.
And, one of the teams ran out of guys who had stepped up – they were forced to dragoon their last couple players. It’s amazing how much more nerve wracking it felt to know the guy in the hot seat had not really wanted to be there.
So, I’ve been thinking – could we, should we use this same approach in some clutch business situations? Rather than assigning a team to work on the critical product launch, ask who wants to step up? Rather than choosing the team leader, ask for volunteers? Rather than sending the most senior sales person in to negotiate with a key account, ask who is hungry for the challenge?
I personally like the idea. Certainly there are times when I feel more up for the challenge than others – more focused, more personally committed – even better rested.
Are there situations in which you are asking for volunteers today? Will the evolution of corporations toward more horizontal organizational structures give us the opportunity to apply this football practice to business? What do you think?
Who wants to step up?
Sign up for the Harvard Business Publishing Weekly Hotlist, a new weekly email roundup featuring the top highlights from HarvardBusiness.org.
- Comments (5)
- Join the Discussion
- Email/Share

Tamara J. Erickson is both a McKinsey Award-winning author and popular and engaging storyteller. Her compelling views of the future are based on extensive research on changing demographics and employee values and, most recently, on how successful organizations work. 

Comments
This shows a different perspective in approaching business. It is disruptive in a way in dealing high pressured situation. Well, we ought to send the best people in crucial situation, but there are times we need people behind the scene need to step up. Those people who stepped up are committed and believed in themselves. I think leaders should ask vulunteers who are willing to take the responsibility. There are many people out there whose latent talents weren't unveiled because they didn't have the opportunity. This concept is great way of bringing out the best in people.
- Posted by Joe Banez
May 29, 2008 1:57 PM
I agree. It speaks to the notion of a more distributed leadership model. I think the challenge to this concept is that it is indicative of an organization's work culture. How do we acknowledge risk, and more importantly, how do we support our employees to take risk? For example, how do we support employees take on 'stretch assignments' or set developmental goals which may seem at odds with the constraints of their position or role. In using the metaphor of the penalty kicker it gets me thinking about the conditions necessary to step up to take the kick - a high sense of self-efficacy, a strong sense of relational trust in teammates/colleagues, awareness that support will be provided regardless of failure, and a commitment to the organization's success.
Nice piece Tammy! A great example to weave into thoughts around organizational life.
- Posted by Andrew Wojecki
May 29, 2008 3:57 PM
Brilliant analogy. But let me "flesh it out a bit". Those guys spend hundreds of hours practicing. It should be muscle memory. yet, it isn't. The atmosphere and importance and unreatability of the occassion throw people. Thus, it becomes a psychological game. So, perhaps your question is, "how do we prepare people for the psychologically crushing/proving moment". And if they FAIL, how do we stop them being crushed?
- Posted by PaulSweeney
May 29, 2008 4:41 PM
I have played and followed football (known as soccer in the US) for years. The penalty kicks are practised by teams before major finals and the order in the shootout is generally pre-determined based on who is good at taking them/handling pressure. The person who missed by slipping (John Terry) had to take the 5th penalty because his teammate who would have normally taken them (Drogba) was sent off earlier for a foul.
You are probably misinformed that the coach or manager calls for volunteers to take penalties. They already have a list of penalty shooters based on practise results and prior experience of the striker. That is the exact reason why they bring on players in the last minute to only take a penalty even if he didnt have a touch of the ball earlier. The list of players and order is just tailored in the last minute based on injuries, substitions and sending off.
Do you actually believe that a top class manager would put a player who has a lesser chance of scoring on the spot because he voluntered for it ?
- Posted by CRonaldo
June 2, 2008 3:22 AM
Heard Tammy on Bob Brinker radio show, which led me here. Interesting ideas.
I live in Moscow, so was here during that European Cup. That was a great game--the guy who owns Chelsea is a Russian billionaire well-connected with Putin, so it had even more meaning here. Furthermore, Terry is Chelsea's rock, so it was nearly tragic to see him slip like that. But it was really wet by that time! But he's a go-getter and a leader of that team, and is much admired.
There were at least two almost-goals that bounced off the goalposts by Chelsea, so the game could have gone either way right up to the end. Plus the play of the game must have been the one done by Terry (him again!), when he headered the ball away from becoming a Man-U goal. An excellent example to use!
- Posted by Dave
June 3, 2008 7:26 AM