How is Brian Williams NOT like Pete Carroll?

OK, I’m still in mourning over our Seahawks defeat in the Superbowl. Somehow getting there two years in a row–a feat few in our area ever dared dream of–is tainted by one play.

So that’s kinda how Brian Williams and Pete Carroll are alike. Both have had fantastically successful careers, rising to the top of their profession and being counted among the very best of the best. Both made huge mistakes in front of millions–mistakes that cause us mere mortals to shake our heads in wonder, with even a bit of pity. How have the mighty fallen!

Brian Williams’ mistake will likely not only cost him his job, but like Dan Rather, his place in the pantheon next to the place of Walter Cronkite and Edward R. Murrows. Pete Carroll’s mistake will be remembered and talked about, but will likely not diminish much his stature as one of the truly great coaches of our time.

Why? Credibility.

Credibility is gold. It is the currency on which reputations live or die. It is the one thing no person, no organization, no government can afford to lose and expect to be effective. I made that point as strongly as I could in Now Is Too Late, and suggested that if you find yourself in a position where your credibility is lost, you only have two options: give up or borrow someone else’s.

Brian’s credibility was severely damaged by the revelation of being less than honest about his Iraq experience. It was destroyed by his inept explanations that have been denied by the witnesses present.

Carroll’s credibility as a supreme coach, tied closely to his competence and success in winning games, was and is severely tested by the decision to pass the ball rather than let Marshawn run it in. His response was different: he accepted full responsibility. (The fact that Russell Wilson attempted to also take full responsibility leads me to have more pride in the Seahawks in defeat than I could in victory.) There is considerable reason to believe that it was offensive coach Darrell Bevell who made the fateful call. But it really doesn’t matter as Carroll has taken full responsibility. If he had made even the slightest effort to shift the blame to Bevell, his credibility would sink like gold in a pool. Or turn to lead. Like Williams.

Certainly there are other differences. Football, after all is just a game (yeah, try telling that to Seattle right now). Being nightly news anchor means you have exceptionally strong pull over public opinion which can have huge consequences for the nation and world. One mistake was a question of judgment, the other a question of character. There are big differences alright. But the primary lesson remains the same:

Credibility is gold.

CEOs and their communication leaders must understand that nothing, nothing can be allowed to disrupt their credibility. Battles for public opinion most often come down to the question as to who can be believed, who can be trusted. Aristotle was right when teaching about rhetoric that the three basic appeals in persuasion are logos, pathos, ethos. Logic, emotion and the appeal to the person–credibility of the speaker. Of the three, he was clear that the most important was ethos. Yet, how often don’t we see credibility being tossed aside like it doesn’t matter. Even more, how often do we see individuals, companies and organizations fail to protect their credibility against attacks. This is why I highlighted Elon Musk and Tesla’s aggressive response to a negative New York Times review and US government safety investigation.

And how does one build and protect credibility: tell the truth, all the time. Don’t be like Brian.





2 thoughts on “How is Brian Williams NOT like Pete Carroll?”

  1. Nice post! But first, as an aside, there are some big football fans down here in SoCal who will argue that it was NOT a bad call—it was a stock play in the Hawks’ repertoire, Marshawn had failed 4 of 5 times in similar one-yard situations, the line was jammed with their goal line stand players, and a screen shot of the play with Wilson’s arm back ready to throw shows the play wide open w/ no defenders in the play—except that Butler had done his homework and “jumped” the play. (Of course, these people are all USC fans.) 

    But to the point of your blogpost, here’s another way Brian ain’t like Pete. Assuming, arguendo (as we lawyer-pseudo Latinists like to say), Pete’s judgment was in error, it was not an error of credibility, it was simply an error that went to the performance (good or bad) of his job. Unfortunately for Mr. Williams, his was BOTH, making it an error of exponentially greater proportions. Truth is the sum and substance—the raison d’etre—of journalism and reporting. And as the successor to Brokaw, Williams sits at the pinnacle (in the public’s mind) of that profession. Truth is the currency of his profession; it is all he has to sell. The rest is just marketing and fluff to make it more interesting and, well, saleable. Compare Pete. If he lied when he said he called the play (when Bevell really did), or even if he falsely blamed Bevell, would anybody be calling for his scalp? No, even in the latter case, Pete’s job would not be on the line because, even though it implicates good leadership–certainly part of his long-term success– because it erodes respect by shifting blame, it doesn’t go to the heart of his job, although continued blame-shifting might eventually get him there. A more apt analogy would be if Pete were discovered having lied about gifts to Reggie Bush, or alleged affairs while the coach at USC. I daresay few would pay attention, and the Hawks fans simply wouldn’t care.

  2. I just feel bad that he felt the need to embellish (and even make up entirely) stories about trips he’s done. He already had one heck of a cool job that surely gave him wonderful stories (true ones) and he ruined it.

Comments are closed.