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PalletCentral • September-October 2021 19 worked with – and then shares best practice ideas on ways to increase sales, overcome disruption, harness creativity, generate momentum, and ultimately build stronger relationships. "I demystify 'The Champion's Code' and really study why teams win and how that applies to business," says Bernstein. "In the code breaking, I discovered the consequences of certain actions and routines – good and bad. I ultimately discovered that excelling with integrity is always the best way to win. What I have learned can be applied as a system of winning in sales, customer service, providing a customer experience, and a multitude of other ways, which will set you apart from the other 'teams.'" "I love sports. It's my passion. Always has been. As a fan I love going to games, watching games, and being a part of the action. As a journalist, I love studying great coaches and inspirational athletes and trying to figure out just what it is that makes the great ones great. And then, to be able to share this wisdom with great companies and organizations, to help make them better, to help them solve more of their customer's problems, to help improve people's lives… that's what really drives me. Sports is a universal language, there's so much we can learn from it that we can apply directly to sales, to leadership, to customer experience, to building relationships, to life. It's not just about winning though, it's about following your moral compass to win the right way… with integrity and respect. That's what the Champion's Code is really all about." Sports on Purpose In his messages, Bernstein emphasizes that we all have dreams. But sometimes they aren't specifically fulfilled, but lead you to a greater purpose. His goal was to play hockey, and he was able to try out at the University of Minnesota as a walk on. His entire college hockey career lasted all of 120 minutes. It was a dream that didn't pan out, but his love of the game and all other sports led him to where he is today. He emphasizes that even if what you want isn't what you get, if you keep looking the thing that you can do finds you. By doing the next opportunity that presented itself, 50 books later Bernstein has some great stories to tell in his motivational speaking venture. He is the only known speaker to have spoken on all seven continents. During Bernstein's talks, he may drop many recognizable names from the sports world. When pressed, he revealed that his favorite is actually a friend, "My mentor is Herb Brooks," he notes. Brooks is the 1980 'Miracle on Ice' hockey coach, who brought home the Olympic gold medal when the American team upset the heavily favored Soviet team. "I am the president of the Herb Brooks Foundation that is all about helping kids through sports. It is dedicated to growing the game of hockey through Brooks' principles and teachings. He was a hero of mine as a little of kid, and we became friends later in life. I am very proud of that." Business Pivot As a speaker, as in many industries, 2020 shut events down. But by pivoting, he managed to do 80 keynotes on Zoom during the pandemic. "Success is determined on how do you evolve and change," he says. "I don't tell people how to do any of this; I tell how others have done it. I have studied champions. Great leaders. Captains of industry. All their strategy and success techniques applies to any industry." "I want to help people to be better in business and in life. Coming out of the pandemic, things have changed – how are they planning for the new normal?," he says. Ross Bernstein.

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