Being a Goalkeeper Prepared Me for Running an Agency

Communication isn’t part of the job—it’s the whole job

You’ll never see a silent goalkeeper. They’re constantly communicating—sharing what they see, organizing the defense, and anticipating what’s about to happen. They’re the leader on the field. And a leader’s voice and language must be spoken with clarity and conviction. Their messages are simple and specific: they can’t be misunderstood. It’s not just what they say but how they say it—and the same is true for agency CEOs. Whether you’re dealing with the noise of an away game at Estadio Azteca or the pressure that comes from ownership, shareholders, or board members, your calm is contagious.

Sometimes you must start the attack

At the 2010 World Cup, Team USA was tied 0-0 with Algeria in the 91st minute. Then Tim Howard, arguably the greatest goalkeeper in U.S. Soccer history, recognized a fast-break opportunity and delivered a now-legendary pass to Landon Donovan, setting up the goal that sent the U.S. to the knockout stage—a feat that was a bit harder to accomplish back then. It’s not enough to simply make the timely save and let others do the work. You’ve got to know when to step out of operational management and into action. Sometimes being a part of the work matters most. Maybe that’s reinforcing a key account, helping to win a new one, leaning into new services, or shaping the company culture. Be the catalyst your team needs.

Actions must be quick and decisive

The 10% of the match that directly involves the goalkeeper is almost always intense. Attackers get the upper hand when the keeper hesitates. A goalie’s split-second choices dictate whether the save is made. When faced with an important decision as CEO, it should be a similar process. Sure, talk to your trusted teammates for perspective (especially if you get a “hydration break”), but move quickly and move with purpose. Second guessing is the quickest path to failure.

Training builds better instincts 

The most important part of the craft is the work that’s done behind the scenes. When you’re a goalkeeper, the great saves you make during a game start with the many hours of practice you put in to perfect your footwork, prepare your angles, and build your strength. It’s the same for an agency CEO who understands that breakthrough work comes from continually honing all parts of the creative process. Your process builds your team’s muscle memory. And you’re only going to be as good as the training and learning you’ve done before the next brief or pitch.

Set the tone and the bar

See a shot coming that’s heading toward the upper corner? You better dive and extend even if there’s no chance to save it. Everyone is watching the goalkeeper—and the CEO—to see what commitment looks like. And the rest of the team will follow suit based on the example you set. Maybe it’s the inconvenient call late at night or on the weekend. The Slack message you could have ignored. The all-agency email clogging your inbox. Or the private congratulations or condolences that an individual needed. You’ve got to care the most.

Make friends with failure and humility

Here’s the harsh reality, though: No matter how good a goalkeeper is, not every match will be a clean sheet. You’ve got to get comfortable with failure but know how to get up, brush yourself off, and quickly learn from it. Be willing to take the criticism when things go wrong. And at the same time, in a great win, ideally no one is talking about you. Goalkeepers and CEOs both need this kind of emotional intelligence and resilience because when they absorb the pressure, everyone else can play freely.