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18 PalletCentral • November-December 2021 palletcentral.com Caryn Smith serves as the editor and art director of PalletCentral. She is CEO of Driven By Design LLC, a communications agency specializing in association publications for over 20 years. as evaluating raw materials, more volume, ease of operations and vertical integration. Finding the Champion's Code Closing keynote speaker Ross Bernstein offered so many nuggets of inspiration that we suggest you read his book Champion's Code for the full effect. He emphasized what he learned from his all-time favorite sports hero, Herbert Paul Brooks, the coach of the 1980 "Miracle on Ice" U.S. Olympic hockey team. Brooks, who lived from 1937 – 2003, said the day you are born or the day you die isn't as important as what you do with the dash "–" in the middle. Being a champion means more than winning, says Bernstein, who studies greatest of all time sports heroes to find their secrets to success. Here are some secrets: n HAVE PASSION: Hall of Famer Kirby Puckett, centerfielder of the Minnesota Twins, said, "If you are not truly passionate about what you do then you need to rethink what you do." Bernstein suggests you perfect the art of saying "no" to what you don't want to do, to make room for what you love to do. n BE GENEROUS: Wayne Gretzky, the greatest hockey player of all time, is not only the leading scorer, but has more assists than he did goals. He said, "A goal makes one guy happy, but an assist makes two guys happy." Bernstein says, "People like to do business with people who are generous." n BUILD TRUST: Pat Summit, the most trusted and respected women's college basketball coach, didn't recruit the "best" but the "right" players. Culture and chemistry were more important, and her recruiting process started when the players were freshman and sophomores. She not only got to know the players, but their families and support systems. She inspired greatness through relationships. n HAVE MENTAL TOUGHNESS: Bud Grant of the Vikings emphasized to focus on "what you can control right now, because who knows what's next." n STRIVE FOR CONSISTENCY: Tom Brady, greatest football player of all time, is a true study in absolute consistency. He never veers from his path and invests in private coaching, mentoring, health and fitness, and more. He believes feedback is a gift, if you can handle it. He expects a lot from those around him, but he also gives a lot to those around him. Ultimately, Bernstein says the heroes he studies all have one thing in common, they are others focused. "Today ain't about you, it's about solving other people's problems," he said. He encouraged attendees to evaluate systems, reinvent in changing times, have the right players in the right positions, and take risks knowing that you can fail your way to the top. The 2022 NWPCA Annual Leadership Conference is March 9-11, 2022 in Carlsbad, California. Mark your calendars!