Creativity, The Magic Wand, And Sustainability To Reimagine Sport
Updated: Mar 13, 2025
Written by: Brian Wood, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
Two quotes by Albert Einstein that offer perspective as it relates to reimagining and reshaping sport and development: "We cannot solve our problems with the same thinking we used when we created them." "Insanity is doing the same thing over and over and expecting a different result." We are in a place that requires innovation, experimentation, and creativity.
Think of the many sports across the globe. Regardless of the age, sport and/or skill level an element of creativity is required to drive success. Whether it's refining a technique, enhancing footwork, trying a move that no one has tried before or playing the "what if" game while removing limiting beliefs. "Hoping" things will fix themselves doesn't work within and beyond any aspect of sports.
We're all in this together
The devastation of COVID has taught us several lessons. In some ways and in some spaces, we were galvanized to fight this common enemy. Despite this silver lining opportunity, a global misconception was often communicated.
"We are all in this together"
No, we're not.
Inequalities have existed throughout countries and communities for longer than anyone reading this article has been alive. These inequalities have been magnified throughout the global pandemic. Some experience being in a safe environment with plenty of nutritious snacks and extra fast internet connections. Others struggle and are unable to connect to the educational possibilities within the internet, not having proper supplies, equipment, lighting or even the benefit of studying in safe environment.
Inequities and inequalities exist beyond the circumstances surrounding COVID – and the global sports community is not immune to this reality.
Magic wand
Although it might sound like a contradiction to say, 'magic wand' and 'realistic' in the same sentence hear me out. Let's recognize that we all might show up with amazing intentions, but the solutions could result in unintended consequences. So, what I'm offering in terms of solutions could be the opposite of what a specific country, culture or region actually needs. This means that, like sports – we need a scoreboard. A scoreboard helps define victory or defeat and indicates the measurement of success. In this case, the scoreboard reflects representation.
Women, people with disabilities, people in low and middle-income countries, ethnic minorities and other marginalised groups are underrepresented in leadership positions. Shifting these inequities to ensure there is representation at the table, enables us to recognize what is needed as opposed to guessing and assuming. This includes everything from policy to equipment preferences and even decision making.
Temporary or sustainable solutions
There is something special about competing. There is liberation, passion and strength when pushing toward perfection individually or collectively. The journey is endless since there is no such thing as perfection! However, the powerful feeling of competing (regardless of the sport) can serve as a tremendous and positive distraction. But the challenge is to move from a temporary distraction to one that endures. In other words, leveraging the lessons, confidence, and disciple beyond the arena of competition, accelerates global connections and enhances community while building momentum.
There is also a need to provide coaching, training and remote or in person support to help participants realize that the skills used during competition can translate to life success. But those who are competing don't always connect the dots – even though the lessons are right in front of their faces. Although this approach is certainly not a silver bullet, in order to create a positive "ripple effect" – coaching, support, guidance and deliberate practice is essential.
The goal is to generate sustainability as opposed accepting temporary distractions.
Now what?
The call to action, challenge and debate must begin with each of us. An intrinsic strategy is required to elevate accountability, drive the change we want to see and create the vision we desperately need.
What does the scoreboard look like in terms of representation?
Leaning into the superpower of creativity, what shows up for you and what is possible?
"We've always done it this way" or "We already tried that is not good enough and clearly does not help us understand possibilities with reimagining and reshaping sport and development.
There is a significant difference between equality and equity. As discussed earlier, we are not all in this together when it comes to individual circumstances.
Equal is "Everyone gets a 10-foot ladder regardless of your height"
Equity is "Everyone gets a ladder size that will enable them to get to the next level needed – based on their circumstances"
I realize this gets complicated when determining who needs what. But the old way of thinking and doing things the way we've always done them will prevent us from reshaping and reimagining sport and development.
What is your next best move to help drive us closer to our global potential?
Brian Wood, Executive Contributor Brainz Magazine
Brian Wood combines 30 years of corporate experience with his background as an athlete, certified player agent (NBA, WNBA, and FIBA), and a certified professional success coach to provide clients with a unique perspective and guidance toward the next level of achievement. Wood is passionate about continuous personal and professional growth including organizational development, training, and gamification. He is enthusiastic about helping leaders leverage their gifts to drive impact and success. Wood supports major corporations, professional sports organizations, and municipalities. He provides confidential, professional, and executive coaching, speaking engagements, virtual and in-person facilitation.
