What Entrepreneurs Can Learn from the World Cup

Over the past few weeks, I’ve become World Cup obsessed (and, no, it isn’t about ranch dressing like some foreign fans…). As a fan and a former player, everything about this World Cup is interesting, and the splash of certain teams and fans have made it hard to stop engaging. I’ve watched the matches and social media posts. But, what is particularly interesting, is that some of the most talked-about teams are not necessarily the teams that will likely be lifting up the trophy in the championship game. Fans are drawn to teams (and their fans) that play (and root) with heart, innovate, exceed expectations, and bring a distinctive style to the game. Success isn’t measured solely by who wins.

Entrepreneurs can learn a valuable lesson from this.

Think about the World Cup experience so far. You might not remember every score or matchup, but you definitely remember how the teams and the fans react.

• The Scots and the Tartan Army, showing up in kilts and taking over entire cities.
• The Netherlands fans, a sea of bright orange that you literally can’t ignore.
• The Norwegians, rowing Viking ships through the crowds.
• The Japanese fans and team cleaning up their space after the game ended. 
• The Jordanian team leaving the locker room spotless and providing the host with a gift and a thank you note when they left.

These teams and fans are not blending in. They’re not playing it safe. They’re clear and distinct about fully showing us their character. And because of that, they stand out - even if their team isn’t winning every match.

Their visibility isn’t random; it’s rooted in their identity. They know who they are, and they lean into it consistently. That’s the real lesson. Visibility is about showing up in a way that makes people immediately understand:

• who you are,
• who you stand for, and 
• why you matter.

In business, it’s easy to assume that only market leaders matter. But sometimes companies that make the biggest impact aren’t the ones with the best product, they are the ones that make you pay attention. Companies earn the attention of customers by doing something memorable, serving a niche exceptionally well, or consistently outperforming expectations. They may not be the largest players, but they become impossible to ignore.

Just as World Cup fans (casual or fanatical) remember teams and fans that captivate the world, customers and investors remember businesses that create excitement, execute with discipline, and stay true to their identity. Winning is important, but building a brand that people notice, trust, and want to follow can be just as powerful.

For now, I’ll be soaking up every moment I can while the U.S. (along with Mexico and Canada) hosts the World Cup and as the teams narrow to 32, I’ll be routing for Team USA, and some additional nations that have caught my eye!