The Green Bay Packers

From 1991 to 1992, I worked on a project titled “Rebuilding the Dynasty” for the Green Bay Packers. I was assigned to the project because of my experience as a college quarterback. Our team:

  • Conducted in-person interviews with experts such as Bill Walsh, Paul Tagliabue, Pete Roselle, Gene Upshaw, Will McDonough, Walter Payton, John Hannah, and Lou Holtz
  • Formulated recommendations on organizational structure and roles in the franchise
  • Advised replacing the General Manager
  • Drafted a detailed report with suggestions for improving the Packers organization

The Packers restructured its board of directors, separated responsibilities for football operations from business functions, and selected Ron Wolf as General Manager. Both the team and the franchise steadily improved, winning the Super Bowl in 1997 and again in 2011. After an unprecedented 20-year slump from 1971 to 1991, the Packers became – and remain – one of the strongest franchises in professional sports.

Key Lessons

Mostly by studying the success of Bill Walsh and the San Francisco 49ers, we developed our methodology for connecting strategy from senior executives to front-line employees. Since the Green Bay Packers assignment, we place “models of execution” at the center of our strategy work.  

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