In NASCAR auto racing, there's a lot of talk about luck. Yet, when I ran a NASCAR sponsorship program, I prohibited use of the word "luck" in any communications about the program.


Because other than in gaming, customers don't want to imagine their brand experience involving chance.

So do everyone in your organization a favor and follow the same approach: ban use of the word "luck."

Banning "luck" forces its removal from conversations about performance and the reasons your business results are strong or weak. With "luck" banned, it can no longer be used to explain or excuse your results.

What do you do instead?

Think strategically, plan innovatively, and perform extraordinarily with "luck" removed from the equation! - Mike Brown