David Novak 0:04 

Welcome to How leaders lead where every week you get to listen in while I interview some of the very best leaders in the world, I break down the key learning so that by the end of the episode, you'll have something simple you can apply as you develop into a better leader. That's what this podcast is all about. Well, my guest today is the one and only Deion Sanders coach prime. The man hardly needs an introduction. But let's see. He's an NFL Hall of Famer, with two Super Bowl rings, and the only athlete in history to play in both the Super Bowl and a World Series. In these days, he's making waves as the head football coach at the University of Colorado. He's also just written a fantastic book called elevate and dominate, which basically gives you great insights that will help you lead on and off the field straight from Coach prime himself. Before we go too much further, I need to give you a little context of where I'm at my life right now. On February 24, the love of my life, Wendy passed away at the age of 71. And after 49 years of just an incredible marriage. Needless to say, it's been a really tough couple of weeks for me, and my daughter, Ashley, and our entire family. And I'll be honest, I, I thought about rescheduling this interview in the wake of Wendy's passing. But I decided to show up and do it. And let me tell you, I am so glad I did. There couldn't have been a better conversation for me to have. I didn't even know how much I needed to hear what Deion Sanders had to say. He has a way of inspiring people and connecting with them. And let me tell you, you're gonna get lots of Life and Leadership wisdom, in a way that only Deion Sanders can say it. I'm so grateful I had this conversation. And I'm so grateful for the advice he gave Ashley and me on how to cope with the greatest loss in our life. And I'm really grateful that you're here to listen to it. So here's my conversation with my good friend, and soon to be yours. Deion Sanders.

Deann it's such an honor to have you on the show.

Deion Sanders 2:37 

Thank you. I'm glad to be here, my man. I really am. I always

David Novak 2:41 

have loved you and admired you. But I really loved you when you did you and your family. Did those KFC commercials, you know, what was that? Like?

Deion Sanders 2:49 

It was fun because the agency that KFC retained got it right. Like they watched the family, entire family and different social media platforms. And they just allowed us to be us pretty much they turned the cameras on and say what you guys like like you normally act, but involve KFC, these products. Love it. Let's do it. So it was a home run. I think we got so much content, even off camera there. That was phenomenal. But we're always up on the camera because one of my son's he's the one that does all our social media, as well. So it was enlightening. And it was fun to do. I'm praying that we get a second season with him. So we could do it again.

David Novak 3:31 

I think that'd be great. You know, and I want to talk about how you lead specifically, you know, What's your philosophy is and how you get after it. But first, I want to take you back, you know, what's a story from your childhood that's really shaped the kind of leader that you are today.

Deion Sanders 3:47 

Honestly, story from my childhood. My mother never saw me play football, baseball or basketball in high school, because she was working. So all that propelled me to go and be dominant, so that she would never have to work another day in her life. So that's probably the leadership story. But even from early childhood, I was always a leader. And I don't quantify leadership by just being in the front, or being the best athlete or being the guy. It was the guy or the woman that can provoke thought, can provoke inspiration that can provoke people to just want better for themselves. I think that qualifies. And that's my definition of leadership. And even in college football, and prose. I never was a rah rah guy. I never gave the rah rah speeches in the locker rooms. I just worked my butt off at practice, I just dominated during the game. That propelled me to say, Hey, let's go out and and kick the but we did it. So it wouldn't know rah rah, no one no does that I wouldn't that type of vocal leader early on in my career.

David Novak 5:08 

That's incredible because I want to ask you then about the transformation. I've watched a lot of your motivational speeches and I don't think I've ever seen anybody any better at it than you. I mean, you'll take the nails out of your toes and come in and make a speech. You'll bring your mother in. See,

Deion Sanders 5:24 

everything is timing, life is about timing, you got to catch the rhythm, you got to catch the timing. And all those things were timing. I was just getting to pins pull out of my toes. And the gentleman the opposing coach had just said something derogatory about my mother. So the Bible says God uses the foolish things to confound the wise and I never forgot the Scripture. So I use foolish things that the world would think it's foolish to confound the wise.

David Novak 5:49 

I loved it. You know, you didn't confound me. I knew exactly what you were trying to say, which is a sign of a great communicator. Now some people say that Deion is different than prime. What do you say about that?

Deion Sanders 6:01 

I say that's the God's honest truth. But most of those people don't know me, they wouldn't even care to know me. They want to know what sales what fuels me, what motivates me to go be that God, they don't care about the entities and you know, everybody has two entities in them, they just don't claim them. I claim both entities. You know, they try to write this one off on their taxes, but they don't want to claim everybody has that other person that they wish they could be or they don't want to be I'm not liked it and both of these individuals that comprise who I am, I love it. You know, I'm one is really more provocative, brutally honest. And the other one is much subtle, much more subdued, much more. really reluctant, really recluse,

David Novak 6:47 

you go to Florida State, and you play three sports, football, baseball and track, you then become a professional in two of them. And you're the only player in sports history to play in both the Super Bowl and the World Series. I got to ask you what you learn by playing on those championship teams,

Deion Sanders 7:06 

that everything matters, that all things matters. You can't minimize the minimal and you can't really glorify the glorious, you got to rock steady, you got to rock steady, because the Bible also says in his role, you're gonna have tribulations, you're gonna have trials and tribulations, but you can't be flustered by that. You know, in baseball, man, I can strike out seven times and get three hits, and I'm hit 300. And I'm a superstar, I'm getting paid millions and millions of dollars. Football, you can't do that. You can't drop seven out of 10 punts, you can't not complete, you know, seven passes out of 10 You're nobody, you're nothing. So it's different complexities of the height, and the structure of these games. But what I learned through it all, you got to rock steady, I got to be that same guy, day in and day out to my teammates, to my coaches, to administration, and even to the people that are custodians, and people that help us along the way that we respect so much, the title might not be as effective, but nevertheless, I respected the heck out of

David Novak 8:09 

you're already a fantastic coach had 2023 or Dame Sportsman of the Year by Sports Illustrated. So congratulations on that. That's quite a mark that you've really made. And I'm sure you've had a lot of people mold you. When you think about the world of sports, who's the best coach you ever played for? And what made them such a great leader?

Deion Sanders 8:31 

It wasn't one it was a multiplicity of men. My youth coach at the age you're probably six through 12, a guy named by the name of Dave Capel, who came over to the inner city and saw me playing in a youth football league that was barely able to survive and took me gave me an opportunity to go to the other side of town to play for his team called the Fort Myers rebels, which was unbelievable, which we traveled at that time, you got to understand Greyhound and Trailways by travel was phenomenal for young men. We even flew my first flight on a plane to North Carolina planet ballgame at the conclusion of the season. But everything was great. Everything was structured. Everything was on time the GPAs were monitored. The structure of this was undeniable unbelievable, which I later formed the organization called Truth that modeled it the same way in Texas. His impact on me was phenomenal. I went on to my high school coach, Ron Hoover was such a disciplinarian such a tough, hard nosed guy who we had team rules and structure in which I violated one of the team rules which I didn't even know. I was trying to break up altercation in the library, and I was getting everybody back on each side and stopping the fight and the teacher said that I was insubordinate since I was in the library. I had looked at word up because I didn't even know what it meant. I was suspended from school and I didn't even do anything. But being suspended, kick you off the team simultaneously. And I was the starting quarterback my junior year. But that taught me a lot about leadership and understanding the responsibility of leadership. So I came back, worked my butt off and won the team back over my senior year. But that man to have the audacity he's passed away now, but I loved him every minute for it. He later on went to hide all my basketball, requested for scholarships as well because he wanted me to stick with baseball or football. So he did a phenomenal job Mickey Andrews, Bobby Bowden, I could go on and on. But all these men shaped me and molded me to what you see today, good or bad.

David Novak 10:48 

Tell me the story of how you became known as primetime. As

Deion Sanders 10:52 

basketball man, I was a one of my dearest friends Richard fain to this day, he's probably considered my best friend. We grew up together from seven years old on up, played all sports together and had a phenomenal basketball game that night was on a yellow bus ride and back to school, and he's like, man, you prime time, I think I'd hit like 3536. And I had a couple of riveting dogs to get the crowd going. And he gave me that moniker. And I said, Yeah, you're right. It's stuck with me from there. But you got to understand something about a nickname giving in the city. You got to earn it. You can't proclaim yourself primetime, you got to earn it. So somebody gave it to you. But then you had to live up to it. You couldn't just say I'm Miss I'm that I know he gave it a name, but you don't come through with it. So anytime the game's on the line, anytime somebody needs a big play or momentum change, you got to be that guy embody that nickname that you were given. So that's how that came about.

David Novak 11:53 

So you got prime time, you better be prime time. You don't even really talk a lot about earning the privilege of leadership just earning the right to be on a team. Tell us about your belief in Santa Claus and the tooth fairy.

Deion Sanders 12:06 

My mama was a real one. And my stepfather was a worker. My biological father was Rolling Stone. Papa was a Rolling Stone. They made us all got the hem. You got to understand but we were so honest at the crib, and once I became a father, I inherited that honestly the month my mother gave me one or two fares. I wasn't gonna lie to my kids. Ain't no two fair. That's me. Okay, I know Santa. That's me. I worked my butt off all gear to get you these girls get you these bras. I want my credit. I gave me my alright. That ain't no to my daughter caught me putting money up under the pillow. Today daddy. As I look at baby girl, here's what it is. It is what it is. I I here's what it is. Did later on she after she knew the tooth fairy was the tooth fairy, which was me. She said, Daddy, the Tooth Fairy only brought me a $50 bill usually I get 100. I said it's a rough year for the two fair because your mom Okay. Fair in court. Court. But what the to fair been in court. Okay. To cut back a little bit. Oh, was it brutally honest? Sometimes it gets me in trouble. But it is what it is. Your teammates

David Novak 13:29 

describe you as being the hardest worker on the team. I mean, you set the standard for the whole work ethic. And when you think about coaching, and you also think about business, and you're building your team, how does that carry over into your coaching and leadership today?

Deion Sanders 13:47 

It's tough, you got to understand. I've always worked my butt off, because that's what I've seen. We comprise ourselves of accumulation of things that we've seen things that we desire, things that we want things that we missed out on, that comprises who we are, I've always worked my butt off because I see my mama, were cut, but often I would sit there and watch. I was a very inquisitive young man. I was the one that raised his hand and asked questions from the teacher and probably the kind of questions that they didn't want me to ask and the kinds of questions that they didn't have the answers for, because I was very inquisitive. You can just tell me something and I was going to believe it. I wanted to know dou y, y y y tell me y y y y Why aren't there any black people on the Flintstones? You call this happy days and I see Fonzie and all these people would always you know black folks, get everybody be happy. It was good times you call the show good times. But James ever say never having a good time is always a trial. It's like I wanted to know why would these things and I just ask questions, but I saw my mother working her butt off Day and night for Instameet, although they never met, she did the best that she could. So I developed my work ethic from her that I was going to get it. I know she made sacrifices, so I couldn't get mad at my mom for not coming to my games. When she was working. Why would I get mad? Oh, she was making sure I was best dressed at school, she was making sure I had the ins and outs and the newest fashions and the things that was popping in the street that everybody thought was it, she made sure I had those things, but that work ethic in that thirst to be the best that came from what I saw every darn day.

David Novak 15:35 

You know, speaking of work ethic, when you're in your 50s, in terms of age, you go back to school to get your business administration degree at talladega college. And you know, I've got a book coming out myself in June, which is called how leaders learn. You know, it's all about how you master the most successful traits of the most successful people, which is basically learning and you've got this curiosity you just talked about, and you've got this always learning mindset. How do you sharpen your axe? What do you do to make sure you're getting better every single day? Because

Deion Sanders 16:07 

I'd never think I'm there. I never think of it this place that we all want to arrive it we all want to arrive at this place called there. But where is there? Where is it? Where's it located? What's the address? What's the zip code? What is it? Because I've had 1520 35,000 square foot homes, houses I'm sorry, but never felt at home. I've had nine and 10 cars in the driveway at one time. But one going aware, I've had hundreds and hundreds of suits, and couldn't cover up the pain. I've had a multiplicity of shoes to match every suit. But I couldn't take a step in the right direction. I've had people clapping and cheering and rooting and giving the audit adulation, I would design but they didn't even know my middle name. So what is this place called there because after the assessment of the accumulation of things that God has granted me and graciously given me, I never felt there. And that's the difference because I'm always hungry for more always want to glean and to learn and to dissect and always want more is not that is the sense of unsatisfaction because I'm truly satisfied by the gifts of God. But I want it oh, there's a difference. Some people want some, some people content. Well, what did I want? Oh, I didn't just want to be great. I didn't just want to go to Pro Bowl win Super Bowls. I wanted to be the best ever. That's a different type of logic, different type of thinking. And just because I met another position, another platform, I like my thinking don't change. I still want to be the best me whatever I do. If I'm shooting a commercial, we're gonna get this tape, right? We're gonna get this thing right that everybody's on the same page. We're gonna keep doing it until we get it. Like that's just the way I think that's the way I move.

Koula Callahan 18:12 

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David Novak 19:07 

What are you working on right now? Is there something specifically you're working on to get better?

Deion Sanders 19:11 

Everything like you got to understand like as a head coach, man, you got 120 520 kids that in your locker room that you want to build relationships, you want to build friendships, you want to build everything that end with a ship, you just want everybody going in the right direction. You want to get to know these young men because the trials and tribulations that they feature at their age are unbelievable, but the reason I can relate because I'm a proud father of five, and my kids, two of them play on the team. The third one does all our social media. My daughter plays basketball at the school and my other daughters in Atlanta that comes up to every game as well that I'm trying to get her here we might as well join the whole clan. So I have all my babies but just trying to get everybody to Think, simultaneously to want to win, but not only want to win, like, what is your why? Once we get everybody on the same page, you're understanding what their Why is then how to go get there. Why? And that starts with leadership and it trickles down. We're gonna be okay. I

David Novak 20:16 

want to get into a lot of things that you're doing in Colorado in a minute. But I want to talk first about just the prime brand that you're building the business you lead the day. What do you have going on outside of football? Because it's it's considerable, but I mean, and how do you lead it?

Deion Sanders 20:32 

I can't even remember, I can't even recollect everything that we have going on what the thing that's in front right now is this handsome gentleman on the front and back of his book, you know, that's the now. Now I'm trying to think of ways that how do we maximize this moment? Because this is a tremendous moment. How do we maximize it, make sure my audio of the book is just booming, like you could feel it, you know, you could touch it, like every word you're like, Darn it, I can't wait to get to the next chapter. Making sure that it's great. And sports, energy drinks, you know, redcon shoe Nike shoes just dropped what else is blenders, you know what the shades it, I could just look around and just put on it. So many things that we're doing right now that we even haven't even launched yet. That's phenomenal. But everything we do is not only to help, but to enhance the next person. I don't do meaningless products of meaningless things in life. I don't happen to be anywhere. I'm, if I'm there, I'm there for a purpose.

David Novak 21:32 

You know, when you were approached by Colorado with this opportunity, you know, you come off to undefeated regular seasons in a row, Jackson State. I mean, you had great success there. How'd you vet that opportunity? I'd like to get in the mind of how people think, you know, how do you vet that opportunity? And what made it a good fit for you?

Deion Sanders 21:49 

That's a great question. First of all, I was really attracted to the ad here, Rick George, who sent probably 10 people that I knew that I have ultimate respect for, to call me and tell me, Hey, man, this guy's trying to get in touch with you from the universe, Colorado, you got to understand I'm a Florida boy, who lives in Texas. So I have southern roots, so to speak. And the thing about Colorado was never on my map. It wasn't on my roadmap. But you know, just talking to the gentleman, and I could sense the sincerity. I could sense the honesty. But most of all, I could sense the need. Like the need, like, God always sends me places where there's a need, there's a light there, um, there's more than the game to be done and to be realized and to be recognized and to lift and then uphold, and we just kept conversating. And I remember telling my right hand, man, I say, Look, this is what's going to happen. We're going to agree upon this. But it's going to be several other schools that come with an astronomical number that can blur our vision. And we can't allow that. So this is where we're going. Don't even tell me about the other requests that comes because they're going to come as soon as I make this decision, and I just did, I'd be done. He's like, man, you don't even want to know. You don't even want to know I say we don't tell. Don't tell me we go because my word is my word. And I remember talking to Rick, George, and I called him and he thought the call was going to be to decline them. And I said, I prayed about it. We come in, that's how their whole moniker we come. And that's how that started. He's, excuse me, I say, we come in. It's all I gotta say, we come in, get ready. And that was the decision. It was because God always chooses his strongest soldiers to do the unthinkable, the Unfathomable. I mean, to come out here from the south, all the way to Boulder, Colorado, where I'm a guy from Florida had really never seen too much snow in my life. I had never really walked too much in snow in my life, rather than live in an environment that it's cold at some point. But this is where God called me to come just like Jackson, no one would have ever expected me to choose Jackson State. And it wasn't that because there was a lack thereof, who have schools that would take us no, no, we had a multiple amount of schools that would take us before we even chose Jackson. But none of this is the place. This is what God desires us to be. And I know I truly not only I understood them, but I truly understand now being here.

David Novak 24:35 

You decide to go to Colorado, you're gonna get committed to that. And I also want to get into your mind now a little bit more. You're preparing for your first team meeting. Every leader has to do that when they go into that new situation. You know, how do you get ready for that?

Deion Sanders 24:51 

I don't, I don't prepare for speaking engagements. I don't prepare for meetings. I just go like I read I have to thoughts every morning as I put out a morning word Monday through Friday up thoughts. And it comes down kind of like is in a teleprompter like I can see it like I can see it. That's why I don't play dysfunction, or ignorance or adolescence in my life. Because I'm a thinker, you know, I barely write stuff down like any nothing on my desk is written is no, I may text myself something every once in a while, but everything is here. So I gotta be clear headed and clear minded. So I didn't I just went not with a prepared speech or prepared anything to say and just look upon everything was there and God just gives it to me. So, you know, when I'm saying stuff like that we come in, and you know, and I'm bringing my Louis, I'm looking at there at some tremendously undersized men I'm looking at, they're at no balance and ethnicities. And I can see there's no hunger or thirst or, or that thing that you want to see in their eyes as a coach. I didn't see any, any of that whatsoever. So I'm like, You know what? We come in, and I'm bringing my Louis, which means I'm bringing in some dogs. That's what I mean. I don't sugarcoat and, and this is why I am this is how I get down. This is it. You could get winded or you get out either one you won't. Because they didn't bring me here to continue what was going on? They brought me here to change. And how can you change the atmosphere? How can you change what's taking place? If you don't change people? Everybody won't change, but they're not willing to change. And they're not willing to, to go change it.

David Novak 26:31 

You know, how important do you think it is Deonte as a leader to really shock the system and let people know that it's going to be different. Now this comes to you naturally. You're seeing it, you're feeling it. Okay. But you literally shocked the system and said There's a new sheriff in town. Is that something advice you'd give to everybody?

Deion Sanders 26:50 

No, you don't have to do that. I mean, the system was shot when they made the announcement. But they wanted to see how authentic the system was, you got to understand I'm a fisherman. So I have several lakes on property. So every year to make sure my fish is growing well in there, the level in the ratio is appropriate from bass to bluegill to crop and everything, I have my legs shocked. So they get in this boat with this rods in the water, and everything in the radius in an area that's have scales, it floats up to the top one says shocked. And then you could take accountability of what's there. I was just taking accountability of what was there. I wasn't really trying to just shock this that I needed to take accountability, what was there, but it wasn't just the players. It was the administration. It was some people amongst the whole thing that people get misconstrued the thing when a football team loses, they just think the football team loses. The coaches lose, the administrators lose the dietitians lose the trainers lose everybody in the building loses. It's not just one loss. Now you got to come into segments shocked everything and say, let me see what floats up. Let me see what I got. Let me see what I got. Because what I have should respond. It does not respond. Hmm. I mean, it ain't for me, the

David Novak 28:16 

success of any business or any team always has traced back to the culture that the leader really creates, in most cases, you know, what's the most important thing you're driving a Colorado

Deion Sanders 28:26 

want these young men that we claim and acquire. Not only do they have to want it, but they gotta want better and want more for themselves. If you just anonymous person and you don't want not the you're not for me, we're not gonna be to click because I want it all I want to be dominant. Like, we have nothing in common. And you gotta have that want, man, like you gotta wake up without an alarm clock because you know, it's time you gotta get in the car. Okay, got it has no guys get your butt out and run. You know,

David Novak 29:01 

getting the best talent is essential for any great team. And you talked about the importance of having the right people. What's the best practice that you could share on the recruiting front that, that leaders outside of football could take advantage of.

Deion Sanders 29:15 

Outside of football, you got to have deal breakers, you got to have a consistency of who you are and what you want to see. I tell my young men all the time. If you want to know what we want. Just ask your linebacker coach who he is. If you want to know what we wanted that position x your defensive back coach who he is okay. He was tough. He was gritty. He was an overachiever. He was a guy that worked his butt off. He's the guy to study and prepare. That's what he wants. Whenever we're teaching, whatever we're articulating. That's what we want. But we also want you to be smart, tough, fast discipline with character. Those are the essentials smart, tough, fast discipline with character,

David Novak 30:00 

you obviously believe in public, you know, when you go public, it's hard to go back on it. Because you know, people hear what you have to say, they're not going to let you off the hook on that. And you've gone public with, we're coming. I loved it when you said, Hey, you better get us now. I'm gonna learn. That's the truth. What do you think it does for you and your team, when you speak up like that?

Deion Sanders 30:22 

I'm not doing that, for purpose to send shockwaves I'm just being me. So when I say something that God gave it to me right on the spot, I didn't have all this plan. I didn't walk into a press conference with papers, the only papers, I walk into a press conference witness statistics of what just transpired, because I want to see, and I want to understand why we didn't get this many first downs, or why we only held the ball for this many minutes. Like, those are the only two keys that I understand. And I have, there's been attempts run versus pass, and we can stop the run on it. Those are the things I'm looking at. But when I say something, I always feel what I say. And I say what I feel. And I don't mince words, I'm not stumbling or reaching for anything. Like I really mean every darn thing I say.

David Novak 31:05 

And you were it you not only mean it you were you were I believe I hard to find it's personal. You know, on any given week, you really are whether you plan it or not. You're a world class communicator, you know, if you're coaching me as a leader, what would you say to me that could potentially help me get my message across like you do?

Deion Sanders 31:26 

First of all, I need to find out your why. I need to find out why do you have the mic in front of you? Why do you have the headset on? Why do you get up in the morning like you do? Why are you consistent as you are? Why do you want this I mean, you've accumulated a lot, you've done a lot, you're successful in a lot of areas in your life, what makes you tick and keep going? What is your why? So when I found out that way, then that's connectivity, then I reach for the connectivity that we have to establish that sort of relationship. Even when I'm speaking in auditoriums, and in places I'm connecting. There's a connectivity that I've earned within the first 10 to five minutes of being transparent, instead his audience because I want them to take the mass scare off, so that I could get to them and I could touch them, and I could work with them. And I could understand what are you sort of late, if you listen to me for 10 to 15 minutes, I'm gonna locate you, I'm gonna find you, I have a tremendous navigational system and find you and I'm gonna get you to where you want to go. That's all on you. See, I'm a great listener, man. I'm a great listener. So if you talk good enough, you're gonna identify where you are. And I'm gonna find you. And now it's time to pick you up and lift you up and take you where we want to go together. We can't do this thing. Unless we together let's we're connected.

David Novak 32:46 

We'll be back with the rest of my conversation with Deion Sanders in just a moment. You know, Dion isn't the only NFL legend who believes in the power of leading by example, Larry Fitzgerald had 17 Incredible seasons as the wide receiver of the Arizona Cardinals. And in our conversation, you'll hear how Larry sets an example of hard work and discipline that others want to follow.

Larry Fitzgerald 33:10 

The thing I think is biggest difference between like corporate and athletics is sports as a meritocracy, the leader doesn't need to be spoken about doesn't need to be anointed. People will follow who they feel should be followed. And guys have always gravitated to me because, you know, the way I work the way I carry myself, how I go about my business, I never had to give the rah rah speech, you're asked to be voted for a captain. Naturally, you know, when you're out there working and you see, well, that guy's working a little bit harder than everybody else. He's, he's doing this a little bit different. He's going the extra mile here, man, he really focuses he takes notes in there and, and they don't ever never have to be spoken about never talked about you just start seeing God's doing the things that you're doing and eating the things that you're eating and dressing the way you're dressing. It's just I've noticed that in sports, and you know, it's something that that is unique in our game, in athletics, because you know, a lot of it is never even spoken about.

David Novak 34:10 

If you want to lead, even if you're not the one in charge, go listen to the full episode with Larry Fitzgerald, all the way back to episode two here on how leaders lead.

I'm not sure there's been a higher expectation on a coach or a team that I can remember, you know, when I think about Colorado, and I know how do you prepare your young men to navigate that pressure on it? You're used to it? You've been prime time you know, you know you have to perform. But how do you get these guys to understand this?

Deion Sanders 34:50 

Well, I let them understand what pressure is and what pressure ain't and who they are and who they ain't like pressure is that senior mother. That's working a nine to five and In a meeting, Father ain't coming back and going care by the during kids pressures, that person sitting in the hospital, who they just received word that you ain't got two weeks to live, you know, you have no assurance the family's doing this and barely anybody coming to visit you, but they're still not in the gate, you got two weeks left, the little pressure is that young mother that just been impregnated by the dude that she thinks that loves her, and he does it. And once he found out that she's pregnant, he's not coming back. And that as precious a game man, this is a game this is a childish game that you will lose, your life ain't changing will also win this game. So how can we take this game and make it personal? How can we take this game and make it personal. That's why I come in. Because I'm going to find some intangible that take this game and make you realize that this game this game, this game could change your life. This game could lift your whole family this game can empower. You know, you and your homies this game could change your whole thought process about why you taking the next breath. That's how valuable and how vital this game is. And this is the course that God chose for you, David, shoot, you better wake up and listen and understand as only a short amount of time for you to maximize your moments in this game. You

David Novak 36:22 

got off the blockbuster start last year you know you have that big when it gets TCU and you finish for an eight for the season. I mean, you're not used to losing is something that just doesn't happen. How do you look at that season? And how are you using that as fuel.

Deion Sanders 36:38 

I'm not used to losing. But I won in every area but the scoreboard that's what you don't get we won in attendance. We won and ratings to watch us. We won in selling apparel to the fans and on commerce, the City of Boulder made over $100 million on what six home games we won and ties GPA in the spring up everyone elaborated on how crazy that was to get rid of all these young men still we focused on grades and academics and education had our highest GPA ever achieved at this university and a football team. We want. We want everywhere on the scoreboard. So that means the semi. We could win in all those places. And we only got our butts kicked twice, twice that the scoreboard was unfriendly to us. The rest of the games were within seven within 10 points. And we had an opportunity to win. So we won in every aspect. But the scoreboard now You mean to tell me, we won in those areas. And so all I got to do now is go get some more pieces offense, a lot of defensive line, a couple corners, a few more receivers a linebacker, and we could win when you made a difference. That's what I got. Okay, I could go do that. And you got to understand the way God works with me, man. Everybody know, oh, my god, man, everybody knows that. So I need to be seen as we lost. So when God does what He does, you can understand it wasn't me. It had to be him because they got their butts kicked last year. But now they're being dominant. Now they have several guys getting ready to go into drought. Now to get a higher GPA once again. Now, this stadium is still sold out even in the spring. Like, see what you're obsessed as a loss. I don't, don't

David Novak 38:32 

put that on me. Don't put that. I want to find how you think. Okay, and now I see how you think about it. And I agree with you what I thought was foreign aid. Okay, your foreign aid, you go in there, you turn the whole program around, I've gone in turn business around. It doesn't happen in one year. A lot. Sometimes it takes some time. Okay, but you got to find those wins and let people know him and you just told me what your wins were it makes a hell of a lot of sense to me. Yeah,

Deion Sanders 39:00 

but the thing about it, foreign aid came from one and he loves it. So you're improving you improve and you improve it. And then really having the audacity to be in games and not getting your butt kicked, but twice that we really disappointed our fan base and our players and friends and families. I'm good man. Because I'm a football guy. I know what we got to do. I know what we got to go get. So we went and got it. So I'm good. I'm betting

David Novak 39:27 

on you big guy. There's no question about that. Please do and you know, recently I know you've had, you know, some really tough health challenges. What's that adversity taught you taught

Deion Sanders 39:37 

me how to really enjoy life giving love and appreciation and communication to the things that I know that loved me. And that's the family, friends, some relatives that really have blessed me tremendously, because I see how quick it can come in. It can go because I'm sitting up They're for darn near a month. Oh, my back looking up, you know, never seen God why me? I know why me because I'm built for this. I can handle this. I can bounce back from this. I know why me. But what do you want out of this God? Like, what do you want me to learn? Okay, I want you to appreciate life more I want you I'm getting ready to elevate you. I'm getting ready to take you to places you couldn't fathom. So I'm trying to prepare you. And that's, that's what it was. Man, it was preparation. If I could handle that I could have anything you think I'm sitting on my back in the hospital not knowing if I'm gonna live, you know, for a month, I don't know much. And you think during game don't bother me, please. Because I could fix that.

David Novak 40:42 

I could fix that. Dion. I mentioned before we even went on the show that I just lost my wife just last Saturday. And you're obviously a man of faith. You know, I, I follow you on on ax. You already mentioned God several times on this conversation that we're having. I'd like to get some coaching from you, for myself and my daughter, on how we should handle the loss of the person we love more than anything.

Deion Sanders 41:11 

Man, you know, what is a great, great, authentic question, and I love it. First and foremost, I would treasure treasure. The moments I would articulate the moments back and forth. I lost my pastor a few years back. I just called his wife a few days ago and just say you remember the times and so we regurgitate these moments. And we savor these moments. We don't put them aside and in. We get all the tears out whenever we want to. Amen wrong with a grown man, a grown woman cried Amen. Roll with that all we get out those emotions, and then we're thankful for the time. Because you never know that God could have taken a much earlier, it could have taken him for something else. But it was this time because he felt like you were prepared that you were strong enough that that she was vital enough that she could handle it and you could handle it. But he gave you so many moments that you would have never gotten just in life, if you wouldn't have had those days in those moments. So think about those things. I'm always thinking positive man, I don't have a bad day ever. In life. I may have a bad moment a bad men and a bad hour, but never a bad day. And think about all those wonderful moments that he gave you. And Trish knows as

David Novak 42:28 

beautiful. And I can't wait for my daughter to hear those words. And it's been so much fun. And I want to have some more with with what I call my lightning round of questions. So are you ready for this? Okay, what three words best describe you real

Deion Sanders 42:42 

now? And ready?

David Novak 42:46 

If you could be one person for a day besides yourself? Who would it be?

Deion Sanders 42:50 

Read books? Why? He seemed like he just enjoyed every bit of life. Or Richard Pryor. What wanted

David Novak 42:58 

to do as a coach, what's your biggest pet peeve?

Deion Sanders 43:01 

The lack thereof of epidural work?

David Novak 43:04 

The best way to squash a net with a sledge hammer? What's a word or phrase to describe having to have your son's on your team at Colorado? Blessed? In which situation of these situations are you feeling more nerves before the opening drive of a Super Bowl? Or the first pitch of a World Series?

Deion Sanders 43:23 

I don't feel nerves. I put pressure on my peers. My peers don't put pressure on me. I'm not nervous about nothing.

David Novak 43:31 

Favorite Saturday Night Live memory when you hosted that did

Deion Sanders 43:36 

the skit with Chris Farley. And Dennis was Dennis last name is a Quaid.

David Novak 43:42 

Yeah. Could be Yeah, probably was. Yeah.

Deion Sanders 43:43 

Did the skit and it was hilarious. Because, you know, net everything is live. So if you mess up, you got to keep going and they just mess it up and they can start laughing and it was

David Novak 43:58 

your biggest accomplishment in

Deion Sanders 43:59 

the NFL, being able to retire my mother for the rest of your life.

David Novak 44:03 

How about major league baseball as the older ridiculed and

Deion Sanders 44:07 

the ignorance and the hatred by an announcer as well as my GM I still got the opportunity to to play it I dominated.

David Novak 44:18 

How about coaching, biggest accomplishment in coaching,

Deion Sanders 44:21 

just being able to take my sons through this journey and not just the two that played for me just all three of them. That's my biggest accomplishment. I feel like as a fucker because I tied into being a father.

David Novak 44:34 

If I turned on the radio in your car, Dion, what would I hear?

Deion Sanders 44:38 

So I'm old school. Probably. Either hooky sweat. Yeah.

David Novak 44:44 

Your most unusual assignment you ever had. God

Deion Sanders 44:47 

this is good. My most unusual assignment. I went tried to get a summer job. And I went and pick watermelons in the summer, and I got sick and lost 10 pounds. I would never Bless them. I wish that upon nobody. That's like anyone fed time a prison time.

David Novak 45:06 

What's something about you few people would know, besides that,

Deion Sanders 45:09 

I believe we can do it, like, whatever it is for us to do we can do it.

David Novak 45:14 

What was your last? I can't believe it's happening to me moment.

Deion Sanders 45:19 

Oh, this is easy. We were playing Colorado State. And that was the big hoopla with the coaches talking jug. He said some things and my mama got up on stage, they kick his you know what, and all that. And then the game was going south. And I looked at the scoreboard. And that's the first time I ever said, we can actually lose this game. Oh my god, what is it gonna say in the press conference, when we lose his game, and I went and looked at you know, I say, Come on, sorry, let's do this. And we went into overtime. And I remember shallow, my son, it starts with safety on defense, he's like that, we're going to get the ball or we're going to give it to them. And overtime, his brother is getting the ball, and he's gonna go down to score, we're going to win this game. That's what's gonna happen. And, and that's what happened.

David Novak 46:07 

That was great. Thanks for that. That's great lightning round. Now you have this new book coming out, elevate and dominate. There's really good looking guys on the cover. Okay, the sub heads 21 ways to win, on and off the field. What was something that really drove you to write this book in the first place?

Deion Sanders 46:25 

Everybody, to me, needs a coach. Professional athletes have a coach and some of our most profound, prolific people that we look up to that we admire in this country. They've grown up with a coach. Why don't we have a coach in everyday life. The Boss Man is not your culture, your CEO is not your coach, he just makes more money and he runs think he's not your coach. But I think everyone should have a athletic coach, a life coach, or somebody that's giving you direction correction as well as protection. And I want people to win man, like, this isn't like a book I'm writing out of necessity and need for wealth, I don't need that Oh, popularity, I want to give people a guide that they can have to win in moments. And you got to understand some of the chapters, just the title of them. I mean, chapter one, even if you broke, keep moving, everybody's broken in some type of way. You just elaborated on what just transpired with your beautiful wife. I mean, even even last week, but you got to keep moving. Just because you broke net don't mean you can't keep moving. I'm not a hunter. I can't shoot and kill because that's not who I am. But I talked to a lot of people who hunt because I'm a property owner and I let them come and they want to shoot hogs or whatever. I don't let them touch my deer and all that hogs are a problem in Texas. And so that's only recently. But I learned by talking to them because I'm very inquisitive type of person. I'm like, so when you're hunting what you look for, he said I just needed him to be steel so I could get a shot. I see. So you're better at getting a shot. If they're steel. You see Yeah. So we got to keep moving. We got to keep moving. The only time that we're still is when we're eating or consuming something when we're distraught or confused. And we're still you got to keep moving. Set your own thermostat like every morning man I shoot I gotta set my own thermostat. I can't let you you can't control my emotions. I don't walk into the office and you have though desert could propensity to say something and get me all out of character? No, no, no, I'm gonna set my own thermostat, you're not gonna control me? Are you a leader, adult? See, I don't have captains on my kids shirts that play with us here in Colorado, I got an ale leader, or D adult, every leader and a dog and every dog in a leader. But I need you to be who you are. The leader don't have to be the dog, the dog don't have to be deleted, be who you are, unapologetically. I like that. The master the three W's. You got to want it, you got to work it and you got to win if you want it and you work it that's gonna put you into position to win. These are some of the chapters. Everybody

David Novak 49:14 

needs to get these kinds of insights was fantastic. And and here you are now you're launching this book and you're going to your final year with your two sons that you get to coach to me. Don't remind me that okay, well, I will remind you it's got to be tough, though. You know, but you're such a family guy. And I understand you actually rank your five kids and let them know where they stand is your favorite. Talk more about that and how you lead as a family man.

Deion Sanders 49:40 

First of all, lead by consistency and lead by honesty and lead by actions. You could talk all you want this generation these kids you got to show these kids a plan. I'm a coach, man, I got 100 Some kids in the locker room and staff you got to show it ain't about talking. And my kids They spent a lot of time with me growing up because I won a custody battle and I've always fathered my kids from the front and led them and and when that's what we got Kentucky Fried Chicken, I literally used to go to KFC and buy barrel two barrels and say, Here you go, you come on now. God bless you, I'm not getting paid for you know on it. Here you go, let's do this. So I'm a different type of father and I'm an honest a genuine father and I'm true to them. In the room that we have. You don't have to be the best, but you got to give me your best because I've coached them in every sport, baby girl, and basketball, flag football, she played tackle football, the Andreea when she was in volleyball, and basketball, and all the boys, I've coached all their teams growing up. So I've always been a hands on father, but I ranked him because everybody ranks the kids, but they just don't say it. Like everybody got a favorites. Everybody got the ones that they noticed gonna put them in a nursing home, when they get old. Everybody got those ones that if something goes down in the house, you know exactly who did it. You only have to see it. You know who did it. And I'm just saying wait. So right now my girls are like, they tied for fifth place right now. That's how bad and I got five. That's how, that's how much. They're making me upset right now as a father and my boys, they're pretty much consistent Shiloh is always challenging I don't think he's ever been number one child has always been three four or five. Should door jumps from one to probably three at the worst sometimes four in Junior is consistent III don't ever do anything that makes me mad. Like he's just a he's really a good kid. But he's more understanding about all rank him appropriately than others.

David Novak 51:37 

All right, last question, I'm gonna let you go. What's one piece of advice you'd give to anyone who wants to improve as a leader,

Deion Sanders 51:46 

it don't matter where you're located, while you're leading. You don't have to be the one in front to lead. You don't have to be the highest paid person in the room to lead. You don't have to have the one with the most credentials to lead. Leading is something that's an innate ability that attracts people to you. Words, and your actions. And is not one thing that makes that person more attractive than the other. A leader has so many different qualities. I've seen different type of leaders that were very prominent in different times of my life. And I think I'm accumulation of all of those because politically correct, I may not be the right guy for you. But honesty, integrity, and really a one in mental and physical toughness. That's me. I got I can get you where you want to go.

David Novak 52:51 

Coach prime, I have to tell you, you're one hell of a guy. But I appreciate you. You're the real deal. And you're making a difference in the world. And I wish you all the success with your book. Of course, it's going to be a home run because I know why you believe.

Deion Sanders 53:10 

Not believe let me tell you so much Judo man. This is my first time meeting you first time getting to know you first of all some exhilarating, wonderful questions that challenged me to really go deep in there and grab it. But to sit on this podcast, and to conduct business as you do in the level that you do and the spirit that you do, dealing with what you dealt with, most people would have shut this down and rescheduled this. Most people would have just been in bed and Sam poor little me most people would have just negated the whole situation. But you stood up man and you handle it with all that heaviness on your heart and in your spirit man. So you have my utmost respect. And I wished one day that I could be as strong if that were to occur in my life. So thank you because you've given me strength today. And I appreciate it.

David Novak 54:04 

Thank you very much for that. I really really appreciate that from the bottom of my heart. And I hope we get a chance to have some Kentucky Fried Chicken one day there

Deion Sanders 54:13 

you go. Well maybe we could write a book together you know something something just crazy that

David Novak 54:18 

oh that I'm looking for the next big ideas. So you know I'm gonna be thinking about that. I got

Deion Sanders 54:23 

the second one the third one already ready in the chamber I got

David Novak 54:29 

a friend I appreciate you.

Deion Sanders 54:30 

Okay, God bless you, man. You take care

David Novak 54:44 

well, I don't know about you, but I am so grateful. I got to learn from the one and only coach prime today and get a sense of how he thinks. I love his honesty and his belief, his authenticity and his level of commitment. And I really love how he uses all of those things to inspire others. This week, I hope you'll join me in picking up Dion's book, elevate and dominate, so you can get some of his coaching for yourself. There's so much wisdom in it. I mean, take even just the title of the first chapter where Deon says to keep moving, even if you're broken. We all have seasons where we feel busted up and broken. I'm writing the thick of it myself. But Dion reminds us that whatever tough situation you're in, don't stand still keep moving. Keep trying to learn and grow and take even a small step forward. You don't have to move fast. You don't have to move far. You just have to keep moving. You do that? I'll do that. And I know we'll make it through those tough seasons. So do you want to know how leaders lead? What we learned today is the great leaders keep moving, even if they're broken. Coming up next on how leaders lead just in time for March Madness is Matt Doherty, executive coach, author and the former head basketball coach at the University of North Carolina

Matt Doherty 56:08 

and everybody, somebody's going to show up late, somebody's going to take a bad shot, somebody's gonna do something that isn't something you approve of. But if you let it slide, your culture is what you allow. So

David Novak 56:24 

be sure to come back again next week to hear our entire conversation. Thanks again for tuning in to another episode of how leaders lead where every Thursday you get to listen in while I interview some of the very best leaders in the world. I make it a point to give you something simple on each episode that you can apply to your business so that you will become the best leader you can be