In this Proactive Coaching newsletter, Bruce E. Brown and Rob Miller caution leaders against using the slogan “whatever it takes” without explicitly defining its limits. They argue that while the phrase is often intended to inspire hard work and preparation, its ambiguity can be exploited for unethical or unsafe behavior—ranging from athletes considering performance‑enhancing drugs, to students feeling pressured to cheat, to business leaders justifying fraud. The authors cite notorious corporate scandals (Enron, Worldcom, Tyco, Fannie Mae, Bernie Madoff) as outcomes of a “whatever it takes” mindset taken to extremes. To prevent misinterpretation, they recommend choosing clearer, character‑focused motivational language. The piece also includes a passage from Preston Gillham’s Lifetime Guarantee emphasizing mentorship and the development of strong character, and a brief “About Us” section describing Proactive Coaching’s mission to help coaches, athletes, and organizations build cultures of excellence in both competence and character.
Topics
Defining 'Whatever It Takes' – The Need for Ethical Boundaries
Explains why leaders must explicitly define the phrase to prevent unethical or unsafe interpretations.
Risks of Misinterpretation in Sports, Education, and Business
Illustrates how ambiguous motivation can lead athletes to consider performance‑enhancing drugs, students to cheat, and salespeople to engage in dishonest tactics.
Corporate Scandals as Consequences of an Unchecked 'Whatever It Takes' Mentality
References Enron, Worldcom, Tyco, Fannie Mae, and Bernie Madoff to show real‑world fallout from a limitless‑achievement mindset.
Alternative Motivational Language – Emphasizing Character and Integrity
Advocates for clearer, values‑based phrasing that promotes competence and character rather than unchecked ambition.
Lifetime Guarantee Quote – The Role of Mentorship in Building Character
Includes Preston Gillham’s passage on passing the torch of manhood, reinforcing the newsletter’s theme of character development.
Proactive Coaching Mission – Cultivating a Culture of Excellence
Describes the organization’s services and its focus on helping coaches, athletes, and leaders develop both competence and character.