Watching the World Cup reminds me that the team that wins is rarely the team with the most individual talent. It is the team that understands its roster: who finishes, who creates, who defends, and who makes the pass that puts someone else in position to succeed.
Digital signage has a roster too, even if nobody calls it that. A consultant shapes the vision. A content team tells the story. A CMS partner manages it. A manufacturer builds the hardware. An integrator makes sure it all works once the client is actually using it.
No single company plays every position well; and rarely do those who try end up with a winning formula.
So why do we keep attempting it? Usually, it comes down to fear. We are afraid of losing control of the relationship or losing the next opportunity to a partner we brought in to help. That fear pushes companies to stretch beyond what they are actually good at instead of making the right substitution.
One of the easiest traps in our industry is recommending a particular media player, operating system, or CMS platform because it is the one we know best, rather than the one that best fits the client.
The technology providers that earn repeat business are usually the ones willing to support what the client and integrator already trust, even when it is not their first choice to sell. It may cost them a little control over the immediate sale. But it keeps the conversation focused on the client’s outcome instead of anyone’s individual preference, which tends to bring those same partners back for the next project.
What if more of our industry played that way? What if the right assist built more trust with a client than trying to score every goal ourselves?
The client does not separate our individual contributions. They see the final result: one system, one screen, and one experience. If the hardware is flawless but the content looks stretched into the wrong aspect ratio, nobody calls that a successful installation. They simply say the digital signage does not look good.
The same is true when great content is paired with the wrong display, when a powerful platform is too complicated for the client to operate, or when an integrator is asked to support technology outside its expertise. One player may have done their job well, but the team still lost.
I am not suggesting that we divide every project evenly, like a rec league handing out equal playing time. Competition still has its place, on the field and in this business. We should compete on what we do best. We should also be honest enough to recognize when someone else is better suited for a particular role.
The more often we replace “How do I own this?” with “Who does this best?” the better the outcome becomes for the client, and usually for all of us.
That is not just teamwork. It is good strategy.
Know your strengths. Trust your partners. Play your position.
Recommended Reading: What's Left When the World Cup Leaves Town
Frank Pisano is CEO of Bluefin International and Chair of the Digital Signage Federation Board.
