3 Key Business Insights from the NFL Legends Event at Super Bowl LIX with Mark Fenner
When you combine the disciplines required for success in the NFL with the proven strategies that drive business growth, the result is a playbook for success. Recently I spoke at an NFL Legends Event, and I had the opportunity to share insights with former NFL players who are now high-performing executives, business owners, and growth-minded leaders. The conversations reinforced core strategies that separate thriving businesses from those that struggle to scale. Here are the key takeaways every leader should apply.
One of the most fundamental yet often overlooked principles in business is identifying your ideal client. The best clients aren’t just those who engage with your brand—they are the ones who pay a fair price, pay promptly, and drive profitability. Too many businesses waste valuable resources servicing customers who don’t generate appropriate profits and cash.
The concept of an ideal client being "one who pays" is not about lowering your expectations. Instead, it’s a mindset shift—prioritizing sustainable and profitable relationships with clients willing to invest in what you offer. When you focus on clients who value your services enough to pay for them, you’re setting the foundation for a healthier and more scalable business.
Building a successful business hinges on one core principle—trust. And there’s no better way to earn trust than delivering on a promise. Domino’s transformed the pizza industry with its “30 minutes or free” guarantee.
This wasn’t just marketing—a measurable, customer-focused commitment that created brand trust and market differentiation. Business leaders must establish their own compelling brand promise that delivers a competitive edge.
While Domino’s no longer officially guarantees delivery in 30 minutes due to safety and operational concerns, the legacy of this promise remains one of the most iconic examples of brand differentiation. Entrepreneurs, managers, and business leaders have a lot to learn from this strategy.
The 30-minute delivery guarantee wasn’t just about fast pizza—it was about delivering what their customers value most in pizza delivery services: speed. Domino’s built an expectation and rallied its entire system, from operations to marketing, to deliver consistently. It allowed them to stand out in a competitive market while earning a reputation for reliability.
To create your own standout brand promise, start by understanding your customers’ needs through the lens of Maslow's Hierarchy of Needs:
By addressing needs at every level, your promise strengthens the emotional connection with your customers, making them patrons and true brand advocates.
Explore our in-depth guide to creating the perfect brand promise here.
Most businesses underutilize their pricing power, leaving money on the table. Deliver exceptional value and have the confidence to price accordingly. The strongest brands command premium pricing not because their costs are higher but because they have created a strong emotional connection and trust with their customers.
The age-old adage "the riches are in the niches" perfectly captures the essence of effective pricing strategies. Success doesn't come from serving everyone; it comes from serving the right audience and delivering undeniable value in your specialty.
Great pricing starts with understanding your audience. Going beyond basic features and benefits, successful companies tap into emotional and psychological desires. This approach is grounded in Maslow's Hierarchy of Needs—a framework that reveals how customers make decisions at multiple levels.
When you assess customer needs against this hierarchy, ask yourself questions like:
For example, products addressing “esteem needs” aren’t focused solely on utility; they deliver status and exclusivity. Altruistic desires can appeal to customers who want to contribute to a mission larger than themselves—think sustainable brands offering eco-conscious solutions.
Combining these emotional appeals with practical benefits gives your product a unique edge, justifying higher prices and building trust with your audience.
If you're keen to take your pricing to the next level, I highly recommend reading
From Fear to Profit – The Key to Enhancing Pricing Power. It’s packed with actionable tips and strategies to help you elevate your business further.
Leadership That Balances Confidence and Humility
Scaling a business requires leaders who exude confidence while remaining humble and willing to learn. Just as NFL legends rise through discipline and preparation, business success demands clear strategy, strong execution, and adaptability. Whether refining your brand identity, commanding pricing power, or making strategic decisions, these insights are designed to help you lead with clarity and impact.
Are you ready to take your business to the next level? Let’s connect and build a strategy that drives sustainable, scalable growth.
If you’d like to learn more, the best next step is to schedule a consultation with Mark.
