Hello, and happy Monday.
First a quote: “People support what they help create.” – Marvin Weisbord
Today, I revisit a topic I’m passionate about; it is a concept I learned from a workshop participant while facilitating an event at ABM (American Building Maintenance Company) in 2019. I first wrote about this subject right after that session. (I regret I don’t remember the participant’s name to attribute proper credit.)
Today, I’m revisiting the topic, incorporating a timely example from the world of college football.
In nearly every leadership-related workshop I facilitate, the topic of “getting buy-in” comes up in one way or another. It’s a phrase so commonly used, it almost feels automatic.
But, what if there is something better and more effective than achieving “buy-in?”
What if the most effective approach isn’t to convince, sell, coerce, or persuade—but to involve, engage, and inspire?
It’s a subtle but important shift, delivering the power of accelerated results.
Buy-in often implies persuasion. Someone has been “sold” or convinced—sometimes reluctantly—to support a decision or direction.
What if the real goal of leadership isn’t buy-in at all, but something far deeper: “believe-in” ?
When people believe in a mission, vision, or plan, their commitment is wholehearted.
They’re not just agreeing to go along; they’re investing themselves in the outcome. They’re not simply complying —they’re championing. They take accountability, not only for their results, but for those of the team, department or company!
A current college football example of this concept comes from the University of South Florida in Tampa, Florida. (Click here to read the entire ESPN article on this topic.)
First, a few bullet points as background:
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The USF Bulls finished 2022 with a 1-11 record and had only four total victories over the previous three seasons. The program has never won a conference title.
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New Head Coach Alex Golesh (a Russian immigrant) took over that struggling team with a losing culture in 2023.
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He started by convincing the university to make more investments in budgets, resources, salaries, and to build a new $349 million stadium scheduled to open in 2027.
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USF entered this season as underdogs facing three consecutive ranked teams to start the season. Coach Alex Golesh led the University of South Florida Bulls to stunning upset victories over Boise State and Florida in their first two games.
The Results:
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The first game against my beloved 25th ranked Boise State Broncos as 5.5 point underdogs. USF won 34-7.
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The second game against then 13th ranked Florida as 17.5 point underdogs and winning 1816.
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They were ranked 18th in the country before being defeated this past weekend by 5th ranked Miami.
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Depending on how their season plays out, USF is now considered a possible College Football Playoff contenders as the top Group of Five representatives.
After each win, Golesh repeated the same phrase: “This ain’t the same ol’ South Florida, my brother!”
That phrase, borrowed from his late friend and fellow USF coach, basketball coach Amir Abdur-Rahim, has become more than a slogan. It’s a belief! Golesh didn’t just ask his players for buy-in. He built a culture where they believe —in themselves, their team, in their preparation, and in what they can accomplish together.
As one veteran USF player reflected, earlier teams cut corners and avoided what was uncomfortable. Golesh’s current team doesn’t take the easy way out. His players hold each other accountable, live by shared values, and expect to win. That’s the difference belief makes.
The lesson for leaders in every field is clear: belief transforms. It’s the difference between hoping to succeed and expecting to succeed.
When people believe in a strategy, a change, or a direction, they’re not just “going with the flow”— they’re more likely to commit themselves wholeheartedly to the plan. They’re also not reluctantly complying—they’re committed to being an important champion of the effort.
Coach Golesh reminds us that “believe-in” is a powerful concept! It rebuilt a struggling football program and propelled it into the national spotlight.
In your world, belief can also fuel greater levels of trust, collaboration, commitment, and breakthrough results.
Let’s stop settling for buy-in when believe-in is what creates winning teams. Belief grows where involvement lives. It grows through dialogue, not monologue.
And it begins—almost always—with us.
Bonus Quotes Below.
Related MMM Articles:
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19-04-15 Getting “Buy-in” Isn’t Enough! (Original Article on this topic)
How will you live, love, or lead, differently, or better, this week?
Have a great week! Go Broncos!
Bryan Yager
“Expanding Your Capacity for Success”
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Bonus Quotes:
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“Believe in your system, and your players will believe in you.” – Bill Walsh (NFL Hall of Fame Coach)
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“When people are financially invested, they want a return. When people are emotionally invested, they want to contribute.” – Simon Sinek
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“Culture is the difference between a group of people who work together and a team that believes together.” – Unknown
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“You don’t inspire your team by showing them how amazing you are. You inspire them by showing how amazing they are.” – Robyn Benincasa
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“You have to believe in yourself when no one else does—that’s what makes you a winner.” – Venus Williams
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“The man who has no imagination has no wings. To be a champion you have to believe in yourself when nobody else will.” – Muhammad Ali
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“Confidence is contagious. So is lack of confidence.” – Vince Lombardi
