The Bernstein Brief: Joe Maddon's Slogan For Cubs Works 2 Ways
By Dan Bernstein--
CBSChicago.com senior columnist
(CBS) I have no idea what any workplace motto means toward actually influencing productivity or success, but we have all worked for someone who believes that such words matter.
Cubs manager Joe Maddon is one who certainly does, and to that end he has crafted a relatively elegant phrase as the thematic statement for his 2016 team, as these things go. As long as somebody's doing it, it might as well be done cleverly.
"Embrace the Target" is his line. He knows not only that the world believes the Cubs will contend for a championship, but that this is still a very young group of position players lacking the experience of starting a season as a heavy favorite.
Maddon explains it in part as "running toward the fire, instead of away from it" in the sense of welcoming expectations, and there's a nifty double meaning in it: The Cubs are embracing both the target for which they themselves aim -- the World Series title, not being shy about their own goals -- and the target placed on them by opponents aware of how they are viewed by prognosticators, bettors and fans.
In three words, Maddon has mixed confidence with bravado, while keeping focus on an objective. It says they know how good they are, and they know that you know how good they are.
Sports are full of stupid slogans. This one may not mean any more than the rest, but it sure isn't stupid.
Dan Bernstein is a co-host of 670 The Score's "Boers and Bernstein Show" in afternoon drive. You can follow him on Twitter @dan_bernstein and read more of his columns here.