The F Word is all the rage at Auburn University these days. But here’s the good news – even teachers, preachers, and Brother Chette Williams could not be happier about it. Family, that is, with a capital F.
To the alumni or well indoctrinated Auburn faithful, it is hardly new to refer to ourselves as the Auburn Family. In fact, uttering the term Auburn “Nation” in a crowd of burnt orange and navy blue people is tantamount to screaming “fire” in a crowded theatre. Nation better describes Al Qaeda, Iran, North Korea, and that crimson-garbed collection of rubes in West Vance, Alabama. Together, these four dark forces comprise the “axis of evil” ($1 to George W. Bush).
If you have been paying attention even a little in recent months, the branding of Auburn football (and I suspect, sports at large) as Family has gained traction and impact as in no period I can recall in the modern era. Both the top 5 ranked February, 2010 signing class, and the 2011 class commitments and prospects drop the F word repeatedly in expressing what sets Auburn apart.
Which begs the question, what, precisely do recruits have in mind in describing Auburn football as a Family? Have Coach Chizik and his staff created a significant competitive advantage, difficult to mimic or replicate? Will copycat SEC foes come off looking as cheesy and inauthentic as a pregame Dawg Walk or Elephant Walk when they inevitably start dropping the F word in their own recruiting tactics?
What methods, values, practices and intangibles comprise the unique experience of Family at Auburn, and specifically, in the way our football coaches and players live and breathe it? Why does it stand out so vividly to recruits?
Based on my own observations and interactions with this staff, and many, many years of just “getting” what we mean by Auburn Family (and it’s first cousin, the Auburn Spirit), here is my educated guess . . . It is all about a very authentic way of relating to the “whole person”. It is not Auburn football as a business (though it assuredly is, like every Division I program) in which the recruit or player is an interchangeable part in a machine; a Machiavellian commodity.
And here’s the catch – it has to be real with current players, or it gets turned against you. Recruits will talk to players, and if Family is a phony recruiting gimmick, the charlatan coaches will be outed. Malcolm Gladwell, in Blink, describes our brain’s hardwired ability for what he calls “rapid cognition”. This is also called “thin slicing”, or the kind of thinking that happens in a blink of an eye. “When you meet someone for the first time,” says Gladwell, “or walk into a house you are thinking of buying, or read the first few sentences of a book, your mind takes about two seconds to jump to a series of conclusions. There’s a wonderful phrase in psychology–”the power of thin slicing”–which says that as human beings we are capable of making sense of situations based on the thinnest slice of experience.”
Make no mistake about it, blue chip football recruits “thin slice” the football team and coaching staff culture on their brief official and unofficial visits. Impressions are quickly drawn, and can be hard to change after the visit. It is evident that Coach Chizik, his staff, and indeed, current players have bought into a way of being and working together, of relating to one another and to prospective new “family members”, that can be picked up on by rapid cognition – not lengthy analysis or hard-selling.
As the Tigers invaded the state of Georgia to pluck Antonio Goodwin, Shaun Kitchens, and Jeffrey Whitaker, to name just a few, you can well imagine this Mark Richt reaction as his seat warms these days: “Rodney, what is this ‘family’ crap Auburn is pushing? We have 15 visitors this weekend. Are you and the staff working on that ‘family’ deal? I’m catching hell from our boosters about kids announcing to Auburn because it feels like family. Make sure you and the guys use the word ‘family’ alot.”
Family is Coach Chizik and the staff visiting Shon Coleman upon learning of his serious diagnosis, and football not even coming up in conversation. Family is trusting recruits to visit whatever colleges they wish, and allowing them to set the terms for that. If it leads to losing a recruit or two, maybe he wasn’t an Auburn man in the first place.
Family means Trovon Reed connecting with a unique sense of family at Auburn – not merely the football program – despite his friend Lache Seastrunk signing elsewhere, and despite enormous (and borderline illegal) pressure from his high school coach to sign with LSU.
It means hearing an entire student body use the term Auburn Family, and it have a Coca-Cola brand realness about it.
It’s experiencing the stark contrast of visiting a “nation” like Bama, having Nick Saban work you out and seem like he’s in a hurry and would rather be somewhere else, and then going home and finding out you have been issued a 3-day deadline to commit through your high school coach, who seems like his life depends on it (and livelihood surely does).
There’s “family”, and then there’s Family with a capital F. Recruits, accept no substitute.
From the Mouths of Babes
The F word at Auburn? Don’t take this blogger’s word for it, listen to the 2010 signees and 2011 class of recruits (from media reports).
OL Commitment Spencer Region
“Some stuff happened (Friday) night, and then this morning I chose Auburn,” said Region. “There were a lot of Alabama fans (at the announcement) because I guess they took me for granted. They thought I was a lock.
“I felt like I was taken for granted even by the coaching staff at Alabama. That’s just not where I need to be. I’m not about to go into that kind of program.
“The fans and reporters were really, really surprised, but I’m doing what’s best for me and my family.”
Auburn, Region said, took a different approach to his recruitment.
The Tigers didn’t pressure him. They didn’t tell him what and when to do it.
It worked.
“Auburn didn’t pressure me into it. They said to do it whenever I’m ready,” said Region. “I just felt real good about them.”
“It’s family at Auburn. We are all family. That’s the biggest thing to me.”
The lack of pressure by the Auburn coaches wasn’t the only reason he chose the Tigers.
“We are family at Auburn,” he said. “I’m real close to the coaching staff and I just feel at home there. I’ve always felt comfortable with all of the coaches at Auburn. I feel like I can go to them with any problem I have. That’s a big thing.
DE Prospect Devaunte Sigler
Sigler said he was impressed with Chizik and the rest of the Tigers’ staff. He was impressed with the campus and facilities. But what stood out the most to him, Sigler said, was the overall environment at Auburn.
“The people,” he said. “They just have good people there. Everybody there has a positive attitude. Everybody speaks to everybody. You don’t even have to know them and they say ‘hello’.
“I like being around a nice, positive environment. If there is one thing that is going to lean me towards a school it is the people. I want to be around positive people, a positive environment. It seems like Auburn has that.”
6’ 5”, 200 lb. WR Prospect Joseph Morrow
“They are all great coaches,” said Morrow. “The people at Auburn are great. Coach Taylor, he’s amazing. He’s something else. I got to talk to him and he told me if I come there, I’d be a part of the family. They are real big on family and I like that.
“I met a few of the players and they made me feel real welcomed. Coach Chizik was very straightforward. He told me they liked me and wanted me, but didn’t sugarcoat anything.”
LB Prospect Chris Landrum
“I like the way they treat their players, the way they care about them and how they are about family,” said Landrum. “I like Coach Roof. I like Coach Chizik. I like all of them.
“I also like the players. I got to meet more of them. I got to sit in on some position meetings. I just got a chance to bond with everyone.”
Landrum has offers from Auburn, Alabama, Duke and South Alabama. Although he’s likely to receive more offers before February, he may not need them.
“It just feels right. It feels like I’m at home.”
LB Prospect Shaquille Roberson
“It was great,” said Roberson. “I liked the way they put emphasis on family. They are real big on that and I can see it. I talked to some of the players and they said everyone is real close.”
QB Prospect C. J. Uzomah
“Coach Malzahn tells the truth,” Uzomah said. “Some coaches will say one thing and then you get on campus and they act a different way. He isn’t like that. I really like Coach Malzahn, but I like the entire coaching staff at Auburn.
“I also like the overall atmosphere at Auburn. I want a place I can be comfortable at and know that my parents would be comfortable letting me go to. I feel like Auburn could possibly be that place.”
Trovon Reed
“Everything was great, from the time I got there until I left,” he said. “It was a great trip. I liked everything about it.
“It made me feel really loved.”
“Coach ‘Troop’ is the same. He never changes,” Reed said of the second-year receivers coach. “He always has energy.
“He’s like one of us. He’s not an old-school coach that isn’t going to chill and crack jokes. He cracks jokes with us, has fun.”
Shon Coleman
“I had a real good time with them, my future teammates,” he said.
Coleman, who’s player-host was receiver Travante Stallworth, was joined on the trip by his mother, sister and cousin. They all got to see first-hand what Auburn is like.
“Auburn is a family thing,” he said. “Everybody is cool. You don’t have any problems with anybody.”
Eric Mack
“I’m going to Auburn,” said Mack.
“It’s a family atmosphere down there,” said Mack after his official visit. “I went down there all the way from South Carolina, hung out with some of the players and they treated me like I was already a part of the team.
Jeffrey Whitaker
“They’re awesome,” he said. “It’s a phenomenal staff full of great coaches, great recruiters and great people. I really like the coaches.”
“Auburn just felt comfortable to me,” said Whitaker. “It just felt right. It just felt like home at Auburn.”
Rocker was a big reason for that.
“I think he’s a guy that’s going to have my back 100-percent, a guy I can learn a lot of great things from, a lot of great things from other than football,” said Whitaker. “He’s a great coach, but he’s a great person first.”
Spencer Region the Recruiter
“I’m working hard on them, but not really forcing it on them,” said Region, referring to offensive linemen prospects Reese Dismukes and Thomas O’Reilly. “I really didn’t try to recruit (Dismukes) today,” said Region. “I just tried to have a good time and kind of recruit him without saying anything. We can have a good time down here when we play down here. I didn’t really push it. We just had a good time.”
“The visit was great. I love being at Auburn. It’s exactly the reason I chose Auburn because it’s family-like. I’m still committed and I go down there and they still treat me like family.”
Letting Auburn Sell Itself
What is most refreshing about the approach the Auburn coaching staff is taking in selling our program is that they are not trying to beat our arch-rivals at their own game. You do not create competitive advantage by copying. After the undeniable splash of Big Cat Weekend, some rival SEC school will host a CopyCat Weekend, and it will likely come off counterfeit. Chizik & Company are selling what is genuinely all-Auburn, difficult to copy, and is as engrained and real in our culture as the live oaks at Toomer’s Corner. Believe it, get it, live it, and it will sell itself. Certainly not to every recruit, but to a championship caliber share, whose geographic reach is expanding these days.