5 Beast-Mode Business Lessons Courtesy of Marshawn Lynch

As a Seattle native and Seahawks fan, I enjoy a front-row seat to the phenomenon that is ‘Beast Mode,’ namely, Marshawn Lynch, who seems as infamous for his approach to the media as he is famous for his approach to the game.

Two weeks ago, my house was a house divided. The Seahawks are my number one team, but my husband is a Fond du Lac Wisconsin born-and-bred Green Bay Packer fan. For three and a half quarters of the conference championship game, I watched the smile on my husband’s face grow bigger and bigger – until, that is – the 'Hawks did what they seem to find a way to do most often these days, win. Several players stepped up in the fourth quarter and overtime, among them, running back Marshawn Lynch.

Seattle fans and NFL media are well aware that Lynch generally declines to speak to the media, even though it means that the NFL is going to fine him, excessively, for doing so, and now thanks to Seattle's return to the Super Bowl, the rest of the country is discovering the mystery that is "beast mode." Those familiar with his story understand that his not talking behind the podium is not done out of arrogance, but preference. The guy is not a spokesman; he doesn’t want to be a spokesman. Perhaps more than most, he believes that actions speak louder than words.

Love him or hate him, one thing is true. From a marketing standpoint, the guy is brilliant.

Case in point: As a result of his unwillingness to speak to the media, Lynch may well be the most-talked-about player this week in the NFL -- even in the wake of New England’s deflategate scandal and the intriguing press conferences of Patriots coach Bill Belichick and quarterback Tom Brady as they attempt to deflect responsibility.

My social media stream is full of Marshawn Lynch. Seahawks fans comments side with Beast-Mode and beg the NFL to stop “picking on him,” while non-fans make fun or criticize him for press conferences where he provides no more than one key phrase, over and over, in response to every media question. Some of these gems have included:

“Yeah.” (November 23, 2014 – Transcript)

“Thanks for asking.” (December 22, 2014 – Watch it on YouTube)

And most recently, this week on media day in Arizona, “I’m just here so I won’t get fined.” (Read the recap on Seattle’s own King5.com)

With all the negative attention Lynch garners from the NFL, one would assume that other players on the team would be getting a bit tired of his behavior and critical. Not so. Andrew Sharp’s summation, “Everybody Loves Marshawn Lynch,” provides a closer look at a three-dimensional Marshawn Lynch, including comments from Seattle coaches and players – the people who – arguably – know the guy best.

You might not agree with his approach when it comes to the media, but it’s hard to argue with the success that Lynch has not only on the field, but off the field when it comes to his coaches and teammates. And let’s face it, from a marketing standpoint, it’s brilliant. Right now, in the days before the Super Bowl, Marshawn Lynch is the most talked-about player in the NFL.

5 Beast-Mode Business Lessons Courtesy of Marshawn Lynch

Play to Your Strengths

Whether he is shy or just doesn’t want to make a fool of himself in the media, Lynch feels that his strengths lie in the work he does on the field, one-on-one relationships with the people most important to him, and giving back to the community where he was raised, a community characterized by drugs, prostitution and shootings.

Asked if talking to the media was not his thing, what was, Lynch replied: “Lay back, kick back, mind my business, stay in my own lane.”

Know Precisely How You’re Going to Deal with the Competition

Competitors who have to take on – and take down – Marshawn Lynch know that it’s going to take all they’ve got to get him on the ground. He just doesn’t stop moving, trying, and maneuvering, and the guy is strong. So much so that it’s a rare occasion when just one person from the opposition can bring him down; usually it takes several hits and several players to stop him on the field. He’s been described as a guy who “runs angry” and gets stronger and stronger as a game goes on. His work on the field is what earned him the nickname “Beast Mode.” On the other hand, when he pops up after a play, he’s usually got a grin on his face and light-hearted comments for competitors.

The beast-mode takeaway here? When you’re going head to head with competitors, give it all you’ve got and take it seriously. When things aren’t so serious, it’s ok to engage. Just because someone’s a rival, it doesn’t mean they’re the enemy.

Never Underestimate the Power of a Publicity Stunt

It would be understandable if Lynch hired himself a personal coach so that he could conform, and perform better behind a microphone. But Lynch has decided that’s not who he is. His brand is “All ‘bout that action, boss,” and fines or not, that’s not going to change.

If he’d backed down and given in, he would still be a great running back, maybe one of the greatest running backs. But he wouldn’t be the most talked-about player in the NFL this week.

Don’t Just Give Back, Give Back with a Goal

A lot of NFL players are engaged in give-back activities that bring attention and drive funding for worthy causes. Marshawn Lynch is no exception. His give back project directs attention and funding to the kids who find themselves growing up today in the same tough, tough neighborhood that Lynch himself grew up in.

But he isn’t just giving back, he’s giving back with a goal. In what seems like an essay compared to the brief commentary he provides to the media, when speaking about his charity, the Fam 1st Foundation, Lynch sets out specific targets for what he wants his work to achieve, saying, “The main component we want to teach is basic life skills I feel a lot of kids are missing: how to balance a checkbook, create a résumé, how to fill out a job application, how to speak with confidence one-on-one.”

Lynch is no anti-social recluse. Active in his charity, he even sends hand-written thank you notes to people who support the work. He also gives underprivileged kids personal tours of the Seahawks facility on Friday’s before home games and hosts a free football camp each summer. And he is legendary in the Seattle area for having found a lost wallet, getting in his car and spending a couple of hours personally returning the wallet to its owner last fall, defying teammates who suggested they just have it delivered, and doing it himself.

Work Relentlessly to Be the Teammate and Team Leader Everyone Wants to Have

If you jump to conclusions about who Marshawn Lynch is based on his unwillingness to provide details to the media, you will miss one important fact. His teammates and coaches love him. Read what people have to say about Lynch and you’ll discover this.

Opponents seem to have nothing but respect for him. He gives good advice. He’s honest. He’s fun. He’s a loyal friend. He goes the extra mile (even for strangers, as noted above). He gives 100% effort, every game, whether the ball is in his hands or he’s blocking for someone else. He comes through in the clutch. He’s carried the team. He’s sparked the team to come backs. When the going gets tough, he gets tougher. He’s the type of leader most of us would follow without hesitation, because they never ask someone to do more or give more than they do.

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Elizabeth Kraus is the marketing manager of business cash advance and receivables factoring company DB Squared.