Letter from the Editor: What's Your Why?

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Athletic Business held its 35th conference and trade show this past November in Orlando. For attendees, it's a chance to learn, to network and to see the latest tools to improve their programs and facilities. For me, the experience offers a renewed outlook on why I do what I do.

This year's keynote featured bestselling sportswriter Don Yaeger discussing what makes great teams great. In particular, he singled out the U.S. Olympic men's basketball program, tracing it from the "Dream Team" zenith of 1992 through its gradual decline. The teams that followed — the entire USA Basketball organization — had a culture problem, Yaeger explained. They had gone blind to their initial vision. They had forgotten their "Why."

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