The Challenge
Breaking the cycle of defeat
The New York Giants faced a critical culture challenge during the 2025-2026 season. When games began slipping out of reach, the team felt the creeping mentality of "here we go again"—a mindset that threatened performance, unity, and resilience.
Veteran players and newly added experienced leaders recognized the need for a stronger cultural foundation and established a Leadership Council to unify the team's voice and set the tone across the roster.
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Unified Messaging Ensuring every player—from seasoned veterans to rookies—received and lived the same cultural expectations.
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Moment-to-Moment Resilience Needing a single, powerful keyword that athletes could call on to mentally, physically, and emotionally re-engage during high-pressure moments.
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Rookie Integration Getting first-year players to not only understand but fully buy into the Giants' mission of competing for a Super Bowl by aligning their behaviors, communication, and responses.
Our Solution
Building championship culture from within
Establish a Cultural Anchor
Work with the Leadership Council to identify a keyword serving as the team's mental reset—something short, actionable, and universally understood on and off the field.
Leadership Council Empowerment
Train veteran leaders to deliver consistent messaging, model desired behaviors, and hold teammates accountable in real time.
Rookie Buy-In Framework
Implement onboarding sessions connecting rookies to the Giants' mission, values, and cultural non-negotiables—tying daily actions to the ultimate goal of winning a Super Bowl.
Mission Alignment Under Stress
Run situational drills and experiential leadership exercises designed to simulate high-pressure scenarios and reinforce the use of the keyword to lock in mentally, physically, and emotionally.
The Results
From "here we go again" to "we're not done yet"