Nobody wants to see me in the kitchen – unless the pickleball bounces there first. Recently, our Coyne crew had the chance to trade our cubes for the courts and put our pickleball skills to the test in a local social league. We rallied enough interest to field three full teams, and the experience delivered exactly what we hoped for. It was fun, energizing and, not surprisingly, a great team-building exercise, just as intended.
What did surprise me, however, were the many lessons from the court that so naturally mirror life inside an agency. From communication to teamwork, they all showed up in unexpected ways between the baselines. Consider this our playbook.
Onboarding
Before our big match, our team called a quick huddle. We pre-read the rules, brought up questions, discussed them together and aligned on a game plan. It showed on the court. We weren’t losing points for not knowing what to do or scrambling to “build the plane as we flew it.” The same applies in agency life, too. When a team jumps into a new account without reviewing background materials, clarifying roles or asking early questions, small missteps add up fast. Set expectations early, come in prepared and everything runs smoother from the start. A good reminder of how crucial preparation really is, and why many RFIs ask about the onboarding process.
Communication
On the court, a lack of communication becomes apparent quickly. If we aren’t calling shots, sharing quick notes or supporting each other, we drift into silos. Work might get done, but never as well as it could. You know the moment: “You go.” “No, you go.” and then the ball drops between both players. We quickly learned that communication is about timing, clarity, tone and adapting to each other’s styles. And just like in agency life, when we do it well, we all succeed.
Teamwork
No player is perfectly well-rounded, and that’s exactly why teams win. The magic happens when everyone brings their individual strengths, we recognize them, encourage them and let people wear the captain’s band where it makes sense. Knowing where to position yourself on the court is no different from knowing who should lead certain tactics on a major campaign. When we play to each other’s strengths, everything clicks. And as Tom Coyne always says, “Just be cool, ya know,” along the way.
Support
On the pickleball court, support shows up in subtle ways. A quick “nice shot,” paddle tap to sub in and out, or stepping in to cover when a partner gets pulled out of position. Those small moments build big confidence.
Agency life is no different. Support isn’t just about helping when someone asks, but anticipating needs, covering each other during high-pressure periods and celebrating small victories. When people feel supported, they are more likely to take risks, collaborate more effectively and deliver stronger work. The best teams are invested in each other.
At the end of the day, the court reminded us that the fundamentals don’t really change whether you’re swinging a paddle or launching a campaign. Preparation, communication, teamwork and support are the ingredients to success. Call it a recipe, call it a playbook, either way, it’s how we show up for each other and how we win together.
Per my last serve,
Chris Tamburino
