Top Takeaways From Emmitt Smith's RetailNOW 2016 Presentation

Emmitt Smith took the stage during the general session on Aug. 1 at the Retail Solutions Providers Association (RSPA) RetailNOW 2016. The former Dallas Cowboy running back is the NFL’s all-time leading rusher, a Pro Football Hall-of-Famer, a three-time Super Bowl Champion, and one of the most popular winners in the history of ABC’s primetime reality show Dancing With The Stars. Here are my notes from his address:

• During his childhood, Smith’s father told him, “Football is a really tough sport.” He wanted him to be realistic about his chances of success and the amount of work it would take to get there. The channel is a hard industry to survive in. Both businesses require perseverance.
• Kelly Funk, President and CEO of the RSPA, opened the general session by stressing the importance of disruption, and Emmitt Smith had a disruptive moment at age 9. “Change gives you the best opportunity for growth,” he said. He had his heart set on being a quarterback, but his 9-year-old football team already had a quarterback. He trusted the wisdom of his childhood coach that he could run the ball well. He’s been a running back ever since.
• “In life we have to make sacrifices for the things we truly want.” For Smith, this started at age 11, when he had to adhere to a strict diet in order to make weight.
• After Smith’s first touchdown dance against Memphis State in college, his father told him never to do it again. His father said, “The great ones show by example. Do you want to be great, or do you want to be average?” Smith found the end zone 164 times in the NFL and never did another touchdown dance. He wanted to strive to be disruptive in the right way.
• Smith talked about his high school coach cutting 25 members of the team because they weren’t buying in to the vision of the coaching staff.
• One of Smith’s first press conferences as a high school star resulted in a lot of “I” statements. Afterwards his high school coach pulled him aside to say, “Every chance you get, you share the spotlight with your teammates…you did not hand the football to yourself, you did not block for yourself, and you definitely did not throw the football to yourself.” The next practice Smith’s offensive line intentionally let their first team defense pummel him. He reminded the audience to learn humility before it has to be learned the hard way.
• “Never become satisfied with anything. The day that you do is the day the growing stops.” This was a great message for our evolving channel.
• “Greatness and grace should abide in all of us, not just a select few. We all have the ability to be gracious if we choose to.” Despite amassing 18,355 career rushing yards, Smith came off as very humble and grateful on stage. He gave credit to his teammates, family, and coaches throughout his entire presentation.
• Smith played for 3 different offensive coordinators at the University of Florida. His coaching staff was disrupted again in Dallas when Jimmy Johnson was fired in the offseason as their second Super Bowl title. He didn’t let this disruption derail his career.
• Smith talked about his heart being broken while dressing in the Dallas visitor’s locker room when he was suiting up for the Arizona Cardinals. He admitted to crying for 45 minutes because his love and passion for the game was wrapped up in the Cowboys. Despite his deep bond with Dallas, he recognized that he had signed a contract and made a promise to give his best effort to the Cardinals.
• Smith put his legacy on the line when he agreed to go on Dancing With The Stars. He started working on his routine 4 hours per day, and eventually was working 12 hours per day. Smith applied the same discipline and dedication to the dance floor as he did to the football field.
• One of my favorite quotes from Smith was, “Our attitude determines our altitude.”

Overall, Smith stressed the importance of persevering, setting lofty goals, using disruption as a growth opportunity, and being a graceful leader.

For more articles on RetailNOW 2016, July 31 to August 2, 2016, at the Gaylord Texan Resort and Convention Center in Grapevine, TX, and the Retail Solutions Providers Association (RSPA), go to www.BSMinfo.com/solution/InsideRSPA.