I have always said that sponsorship and sponsorship marketing are about relationships. At the Partnership Group – Sponsorship Specialists™, we do our best to develop, nurture, and maintain relationships with our team members, prospects, clients and their partners. We do our best to do an outstanding job the first time and every time. But we don’t always achieve that. Sometimes we make mistakes. Sometimes we are not well enough prepared and sometimes “stuff” just happens. We are human. We apologize and do our best to make good.
Recently, I was humbled. I received an apology letter from a student at the Haskayne School of Business at the University of Calgary. I was wowed by the letter, and the sincerity and courage of this young man. He set a new standard for me and what I expect of others.
As many know, the Haskayne School of Business is the educational partner of the Western Sponsorship Congress™. Students have the opportunity to attend the two-day Western Sponsorship Congress™ to learn, network, and enhance their public speaking skills. Each of the students participates by introducing one of our break-out workshop presenters or a keynote speaker. They have prior access to these industry leaders—to connect with them by phone or email. They meet them prior to the session to fine tune any questions they may have before they introduce the speakers at the sessions. At the end, the students thank the speakers. It is an amazing opportunity for these future young leaders of our industry.
This year, Aiden Hooper was one of those students. And just so you know the name has not been changed to protect anyone, Aiden granted me permission to tell this story. Aiden did not do a great job introducing one of the speakers—Tyler Mazereeuw from the CFL. And it was not just that the introduction was “not good.” It was bad. Aiden froze. It was embarrassing and awkward for Aiden, Tyler and all those in the audience. Many people came to tell me afterwards. Some felt bad for Aiden. Some felt that it was unprofessional. All of that aside, let’s get to the part when I gained this huge respect for Aiden, because it did not happen at this point during the Congress.
A few days after the Western Sponsorship Congress™, unsolicited by either me or the University of Calgary staff person who works closely with us, Aiden sent me an email. It was an amazing message. He spoke about how he had not prepared well enough. He talked about how he overestimated his speaking abilities, and that his time management and organization skills were not very good. He mentioned how he had a lot on his plate at the time, and that his poor organizational skills resulted in a poor performance at the Western Sponsorship Congress™. And take note—Aiden is part of the University Debating Club. He can speak. He can debate. He just did not prepare. Then, he admitted it. He was not forced to apologize. He was not even asked to do so. This could have gone by and been forgotten. But Aiden took the high road and did what leaders do. He admitted his error and set the record straight.
The part that really hit me was when he wrote, “I have come to realize that I need to work on my time management and organizational skills. If I want to grow to be the kind of leader I aspire to be, managing my commitments simultaneously is paramount, and now I have some real world consequences of failing to understand that.”
In my book, Aiden did not fail. He showed clearly what leaders are made of. In my opinion, Aiden is one of our future leaders. Aiden, thank you for participating in the Western Sponsorship Congress™. It was amazing!
These are just one person’s thoughts. Yours are welcomed as well, please comment below. And thank you for reading.
Brent Barootes
As always – thank you for sharing. Even leaders are human, and humans are never perfect. We are all a ‘work in progress’. It seems to be exceptional, however, when someone not only admits to, but also sincerely takes ownership of their mistakes. Often times the apology, if there is one, is trite and insincere. I have made ‘defining’ mistakes at various stages in my career, and they certainly are formative when you accept the consequences. Great job Aiden for standing up and ‘making things right’ – I doubt you’ll ever make the same mistake again. Also thank you Brent for sharing your own growth through Aiden’s apology.
Erin,
Thank you for your comments. You are so correct. It is amazign when soemone who is at an event or function or activity is there it learn, and indirectly or directly they become the teacher. I know that I learned from the experience. Thank you for readign and your feedback. Brent
Too often most of us try and cover up or make excuses for our mistakes. I am very supportive of Aiden and that he is comfortable enough to admit his faults. This will actually place him better off in society and he will be able to benefit from those that value people who see the bigger picture. Thanks for sharing Brent and Aiden!
Sherri,
It is true. So often we try to cover up our mistakes. They often grow to major skeletons in the closet. I am with you, Aiden stepped up and made a difference. All the best over the holidays and for 2012. Brent
Brent, thanks for passing along the story of Aiden. It does speak to the fact that we all make mistakes and the only ones that leave a lasting negative impact are when we don’t come clean. I was in that session and was one of those disapproving sorts. Aiden’s sincerity and understanding that his actions could have had an implication on the U of C involvement in your program shows me a level of depth and maturity that I did not attribute to him initially. It also shows how an apology delivered in a timely and honest fashion will not only be forgiven, but can also enrich the relationship.
This illustration is a great learning tool for all those who make mistakes….in other words, all of us. When we’ve been involved with a sponsorship which has seen some gaps in commitment vs. delivery, sweeping something under the carpet does not help the situation. I hate having to put a spotlight on those mishaps. If the property says that they missed something and will work to remedy it in the future, then they are quickly forgiven. If I need to bring it up, it makes me think that they don’t care or don’t know better or don’t have our best interests at heart, which undermines their credibility and my belief that they have the ability to ever make the partnership work.
Thank Aiden for allowing his story to make a much larger point.
Thank you, Brent for a full year of observations and information that assist me with my duties every day.
Best wishes for a joyous Christmas season and a happy and healthy new year to you and yours.
Noreen Stuart
Noreen,
Thank you for your feedback and comments. You are so very correct. We all make mistakes and can all learn from them as we all have from Aiden. I also know what you mean about properties not “coming clean” when they miss something in fulfilment. We show our client properties how to outline in their fulfilment reports, what they promised, what they delivered, what they missed and why and how the make-up will look as well as where they over delivered (because they often do that as well).