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Theismann kicks off ATMIA US conference with a message of change

One of the NFL's great quarterbacks explains how catastrophe forced him to reinvent his life - for the better. 

February 13, 2014 by Suzanne Cluckey — Owner, Suzanne Cluckey Communications

At some point in life, possibly even more than once, most of us experience some kind of reinvention — personal or professional or both. But few of us experience it in quite the precipitous, unexpected and awful way that Joe Theismann did.

Even people who wouldn't know a flea flicker from an end around have seen footage of the horrifying moment on Nov. 18, 1985, when the Washington Redskins' star quarterback went down in the midst of a hard-hitting blitz that snapped the bones in his lower leg.

There on his home field lay the one-time Notre Dame star quarterback, two-time Super Bowl contender, two-time Pro Bowl-er, 1983 NFL MVP of the Year, and fourth-highest salaried player in the league. A guy, he told his audience, with his self-image as badly out of kilter as his broken right leg.

"[W]hat had happened to me is I had become the single biggest egotistical maniac to walk the face of this earth. I thought that the world revolved around me," he told an audience of more than 1,000 ATM industry members during a keynote speech at this week's ATMIA U.S. conference.

As he was wheeled out of the stadium, Theismann said, "Fifty-five thousand people stood up and gave this selfish man an ovation like he'd never heard in his life. Fifty-five thousand people said 'Thank you' to a man who thought he needed absolutely no one."

The career-ending hit by Giants linebacker Lawrence Taylor remains the most-watched moment in the history of sports, Theismann said. But more than that, it remains the most important moment in his life — the moment when he began to learn one of its greatest lessons:

You cannot, will not, ever hope to be a true success in this world if you think you're doing all yourself. That's why [for] over 14 years this association has been so important. As you go forward in legislation, in dealing with fraud, working together to build a stronger institution so that when you do need a force in Washington you have a central force to go there with your support and make sure you get the right kind of a deal; you get treated fairly. So I say to you, continue to support this association because it's yours.

The hit that finished him as a quarterback started Theisman on a journey of reinvention — both professional and personal. He went back to the world of sports that he knew and had enjoyed success in previously. "And I said, 'What can I take from this world that can give me a chance to be a better person?'"

The world of sports has given Theismann his chance as an on-air NFL analyst and commentator. But it hasn't been without effort and introspection on his part. He listed several essential factors that had played a role in his second successful career:

• Goals — "How in the world will you ever get what you want if you don't know what it is? I ask you to do this over the next week ... Take pen in hand; write down your goals — professionally, spiritually, personally and financially ... You're going to be shocked at how your world starts to go in that direction."
• Attitude — "Attitudes precede everything we do in our life ... [I]f you're going to do something, do it with enthusiasm. Get excited about life ... You want to change where you are? Put some energy into it."
• Education — "How much do you really know about your business? Take time to be an educated student. Tom Watson, the founder of IBM, once said this: 'You work the first eight hours of your day for survival. Everything after that is an investment in your future."
• Appreciation — "I ask you this: Are you doing the same things [for customers] today that you did when you first opened up your business? ... There's a little saying that sits on my desk and it has for the [past] 25 years: 'People don't care how much you know until they know how much you care.' That is the essence of customer service."

One of the most important things, Theismann said, is to be willing to take a chance. When the Redskins punter was injured in a game, Theismann insisted to coach Joe Gibbs that he could fill in. On the next change of possession, he got his chance.

I call for the snap. The ball hits my hands ... Pow! The ball goes spiraling off my foot; hung in the air — 16 yards. I'm back 15. That's right ... I own the record for the shortest punt in the history of the National Football League.

People come up to me all the time and tell me, 'Theismann, you were a failure as a punter.' Ha! I never had a failure in my life. Only an educational experience that didn't go my way.

Theismann concluded his opening keynote with a challenge to attendees to use the conference as their own springboard for reinvention.

"Make these days at this conference special. Take time at the trade show that will change your business and your life. You made the investment; now make it pay off."

Read more about associations and conferences.

photo: baris dilaver

About Suzanne Cluckey

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Suzanne’s editorial career has spanned three decades and encompassed all B2B and B2C communications formats. Her award-winning work has appeared in trade and consumer media in the United States and internationally.

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ATM Industry Association (ATMIA)

The ATM Industry Association, founded in 1997, is a global non-profit trade association with over 10,500 members in 65 countries. The membership base covers the full range of this worldwide industry comprising over 2.2 million installed ATMs.

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