The Anatomy of Failure: The Washington Redskins Business Model

As a paid business consultant I’ve decided to take the Redskins on as an in-voluntary client. The first step in problem solving is admitting you have a problem. The win-loss record and the lack of Lombardi trophies since 1991 is proof positive you have a problem.

Ownership – I believe Daniel Snyder wants to win but in order to win he needs to distance himself from his beloved Redskins. Daniel Snyder is a marketing genius because how can anyone explain how this team is the most profitable NFL franchise even though they’ve done nothing of note on the field since Snyder took over? Unfortunately marketing genius does not translate into NFL front office genius. Daniel Snyder would be best served by hiring a GM with a proven track record and giving that person complete authority to build a consistently competitive franchise even at the cost of some of Snyder's marketing activities like open camp at Redskin Park. The upside for Snyder is that it is a lot easier to market a winning team.

General Manager – Contrary to popular belief Vinny Cerrato is a football guy and has been for a long time. The real question is if Cerrato is a good football guy. Again, all you need to do is take a look at the Redskins record since Vinny has been a significant contributor. Look at his coaches, his scouts and his player acquisitions. Wins-losses and Championships is the only way to ultimately judge the GM of any franchise and by that performance standard Vinny should not be an NFL GM.

Team foundation (how to build the franchise):

Cyclical Replacement – It is the job of the GM to ensure that for every starter there is either a mid career pro or rookie behind him that at a minimum provides quality depth or at max value is ready to compete for the starter’s job. The Redskins spin so much on single players that they cannot field quality depth (see the O-Line). Cyclical replacement means your coaches are successfully training players to step in and step up when needed. Cyclical replacement means you get rid of players while they still have value (see Richard Seymour) in order to get max value in return without significantly hurting the team. Successful implementation of cyclical replacement requires a forward thinking GM that is all about winning and staying competitive. The Eagles, Ravens and the Patriots are good examples of cyclical replacement organizations. They do not let players get too old, over priced or too comfortable.

Coach Selection - Why is this important? The personality of your coach becomes the personality of your football team. The coach needs to be the right fit for the division. For example, Tom Coughlin was a perfect fit in New York because the Giants needed a motivator and disciplinarian. Andy Reid was a perfect fit in Philly because they needed a Hybrid. By comparison Jim Zorn has been on the job for 19 games and the Redskins have no identity.

Three most common types of Coaches:

Motivators – A coach that brings out the absolute best in his players. This guy understands that X’s and O’s will only take you so far. People figure out what you are doing after a while so you just have to be tougher-meaner than the other guy and execute better. Mike Tomlin is an excellent example of a good motivator.

Strategists – A coach that maximizes the talent he has via extreme feel for the game, players and the moment. Joe Gibbs was a strategist when he arrived in Washington. He had the benefit of a motivator and 2nd in command in Ritchie Petibon. If you ask the Redskins of that era Petibon was the guy players feared on both offense and defense. If you hire a strategist you have to surround the strategist with motivators and teachers otherwise the team will lack toughness and discipline (see Jim Zorn).

Hybrids – A coach that is both a motivator and a strategist. If you can find this guy hire him immediately because not only will he provide your team with an identity that starts with toughness/discipline but he will squeeze every bit of talent out of them. Mike Singletary is the best new hybrid coach in the NFL. The Redskins had a hybrid type of Coach/GM with Marty Schottenheimer but Daniel Snyder fired him due to a lack of control. All Marty did was move on to San Diego and make that franchise a winner.

Coaching Staff – A coach is only as good as his staff so you must get good complimentary coaches. Motivators need strategists and vice versa while Hybrids only need teachers.

Summary: How to fix the Redskins?