If you think about the National Football League (NFL) you think because of its success both on and off the field, just about every aspect of the game has been analyzed inside and out. The game is worth billions to the economy and recently the first pick in the draft was a quarterback. On the magazine Inc there is an article about a punter who is bringing innovation to punting. The rules of the game are after 3 tries to make 10 yards, if not successful, then the team typically punts (or kicks) the ball down the field. For many years it was either distance (punt as far as possible) or try for the sideline. The receivers are getting better and there are some punt returns who had a career out of returning punts well. The Baltimore Ravens punter Sam Koch is changing the way punters do their job.

The first aspect is practice, practice and even more practice to build confidence in order to execute when called upon.

Part of the practice is doing bad drills – if you watch football on a regular basis over the years you will likely have seen the ball coming from the center to the punter go high or low or sideways or the punter having to adjust the ball before kicking. Mr. Koch practices those situations to be able to adjust in game situation.

The next aspect is ask what result do you want from each punt? Besides to have the ball deep down in the opposition territory so the defense can stop them and then the offense has a better opportunity to score. The reality is punt receiving has improved and so yards kick minus yards return is a better metric. Mr. Koch has been averaging 44 years net, that is very good.

What has he been doing? he has been changing the risk/reward situation by trying to ensure the ball does not do exactly what the punt returner thinks it will. He has put in hooks; miss directions ( setting to kick in one direction and kicking across the body in a different direction); balls design to roll; from the baseball world a knuckleball; or things designed to make the other team think rather than just act. If the other team has to think first, then there is a possibility the coverage if the punter catches the ball will be better.

For each kick, there needs to be the execution of the play called for in the huddle. What should be the result?and where should the ball be going?

Linking to dividend paying stocks, most games are not decided by the punts but well executed special teams do make a considerable difference in the outcome of the game. In all sectors of the economy and in all companies there are aspects which people seem to not pay  as great attention as possible. For organizations that do or try to do, it could be the competitive advantage for consistent long term results. As you evaluate your companies, look for something which others seem to just miss or not realize the importance.

There are more questions than answers, till the next time – to raising questions.