USOC CEO Lloyd Ward provides his game plan for the U.S. Olympic movement
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Gary Abbott (USA Wrestling)
11/02/2001
In just his second day on the job, new U.S. Olympic Committee Chief Executive Officer Lloyd D. Ward met with the media from his Colorado Springs headquarters and discussed his plans as the new professional leader of the American Olympic community. Although Ward admitted that he had never attended an Olympic Games in person, nor had a long background within the Olympic family, he displayed a sophisticated understanding of the task at hand and a knowledge of the world of sport. Ward, 52, a former co-captain of the Michigan State basketball team, used numerous sports analogies to explain his goals and dreams for the USOC. "When I was a point guard, I had the ball in my hands, and distributed it to my teammates," said Ward. "I have the ball in my hands here." Ward took the opportunity to explain his "two overreaching objectives" as the new boss of the U.S. Olympic family. "They are: one, to win medals, and two, to win the hearts and minds of our nation in every day life," said Ward. "The Olympic movement in an inclusive movement. We want to touch everybody with the Olympic spirit. Not everybody can be an Olympian, but they can live the Olympic ideals." Ward also cited two other major goals, along with his core objectives. "The Olympics is not every four years; it's 365 days a year," said Ward. "Finally, the USOC will be a servant leader organization. We are here to serve athletes and serve society. It is our job to prepare athletes to compete at the highest level in the world. We have done that, but plan to take it to another level. We need a broad based outreach effort, that is inclusionary at every level. Our aim is to improve our way of life and to compete on the international scene." Ward indicated that his main focus will be domestic, working for the Olympic movement within our nation, while USOC President Sandy Baldwin will lead the international focus. He again used a sports description to illustrate how that will work. "I'm the head coach of the USOC, and I see Sandy as the athletic director," said Ward. When asked about the challenge ahead, Ward noted the past success of the USOC but also the potential for even greater achievement. "The great news is that I have jumped on a moving train. It has momentum and direction," he said. "I have an opportunity to add value and bring a new perspective. The question is how do we frame our message to make us fundamentally relevant to the general society and to expand our influence internationally." Ward has been successful in the highly competitive world of big business, serving as the Chairman and CEO of both the Maytag Corporation and iMotors.com. He also has experience with Pepsico, the Ford Motor Company and the Proctor and Gamble Company. When a journalist asked Ward what kind of attributes he would bring from the business world to the Olympic movement, Ward turned it around and talked about the lessons he learned from sports and how it helped his professional career. "My roots are in the tough and competitive athletic world," said Ward. "There is a competitiveness to win, and win with integrity and win with other people. I enjoy winning with other people more than I do winning by myself. We are in the business of building great teams." Ward was questioned about his leadership skills, and how he might put them to use at the USOC. "Any leader in any context has to create a basis for being respected and valued as a leader," said Ward. "I'm here, committed and bring a new perspective. Some will see that quickly, and others will take more time." He also expressed a desire to work with the dedicated and hardworking individuals that are the backbone of the Olympic family. "The first thing I want to do is recognize that the Olympic movement is about people," he said. "I will get connected with the people in the Olympic movement. I don't believe I want to bring a new agenda from the outside without first understanding what is happening. I will do it in a personal way. I will find out what people are in the Olympic movement. No one in the Olympic movement is here to serve me as a CEO; I am here to serve them." Ward indicated that he would be very active and visible in his new job as the CEO of the USOC. "I will be a player, and I will be in the game," he said. "If you are truly in the game, your are in it to win."