I left Scott Stadium yesterday as an unhappy customer. As a fan, a supporter, as a sponsor, and as an entrepreneur who believes UVA can win in the NIL space- still I was unhappy. Not wanting the AD, or the coach to be fired, or blaming the QB. It is bigger than that. In a healthy organization, when you have a problem with customers supporting your business, it is not the responsibility of the employees or the customers to fix it. It is for those at the highest level of the organization. In the case of UVA, that is above the QB, the coordinators, the head coach or even the AD. I see 5 ways that the leaders of UVA can change things as they deal with the current landscape of college athletics. 1) Realize that college athletics mirrors entrepreneurial environments more than the institutional structure of days past. To be successful, entrepreneurs have to see things through the eyes of their paying customers. They have to listen, care and create great experiences for them. Talent and treasure flow to where they are respected. Tons of things can be done off the field or court at UVA to improve things. The Richmond Flying Squirrels are loved by their community because their leaders care about the customer. They have made it work in a decrepit stadium for years and now have a grand vision for the future. @GoSquirrels @tweetparney . 2) Entrepreneurs must prioritize the wellbeing of their employees. Football is a violent sport and if recruiting is not executed at a highly effective level, it is even more dangerous. The UVA QB has been sacked 19 times cumulatively in two games (UNC and SMU). Fans hate that. Sponsors hate that. Recruits hate that. Those at the highest levels of the university should care about it and fix it. 3) Entrepreneurs have passion for their business and it is infectious. A great example of this is @DM_Rubenstein, majority owner of the Orioles. Our company, @Good_Feet_Group started sponsoring the @Orioles this past season. Mr. Rubenstein invited us to his suite in May and visited with us. He gets out in the stands and visits with the common folk when he could be just hanging out in his suite. That passion lights fires in people who want to bring their family and friends. Until fans believe that it is more exciting to be in the stadium at kickoff, as opposed to tailgating in the parking lot, UVA will lag its competitors. 4) Entrepreneurs know their brand identity and market it. UVA has a phenomenal brand. Honor, ethics and integrity are golden and few others can claim that strategic advantage as UVA can. However, the UVA brand identity must be combined with great strategy. The team that steamrolled through Scott Stadium yesterday executed great business strategy. The SMU First Week Society raised $100m in a week to transition to the ACC. This is at a private university with 7,500 undergrads. In my view, there is a lack of compelling marketing strategy to recruits, sponsors/donors and to fans. Great marketing moves the meter if the attitude is earn everything and expect nothing. 5) Entrepreneurs see the opportunity in change and do not fight it. Incorporate changes such as NIL into the student-athlete experience. The athlete is an entrepreneur now, and UVA could lead in helping them become outstanding entrepreneurs while other schools are lending their athletes Lamborghinis. Carve out time for them to engage in marketing and promotion which will benefit them and UVA. The UVA interface is very challenging now compared to other schools that we work with. I did not attend UVA, but I love the school and UVA athletics. I support @Coach_TElliott , Ron Sanchez, @UVACoachMox,@ADWilliamsUVA because I believe they are effective leaders of young people. The exceptional student athletes at UVA inspire me and deserve the best. I hope @presjimryan and the entire leadership of @UVA can adopt an entrepreneurial mindset to change and prosper in these times. Go Hoos! @UVAFootball @UVAMensHoops @UVAWomensHoops @IAmBallHawk