Three yards and a cloud of dust: Today's economy calls for a running game, not Hail Mary passes.

• Author: Brumbarger, Ron
• Position: Last Word - Brief Article - Editorial

While contemplating this article, watching football and eating too much this Thanksgiving, I was continually reminded of the parallels between football and business. For those of you who know me, you know I love analogies. I could not pass up this opportunity to use an analogy to convey some simple business principles. So, let's talk a little football.

Football purists will tell you that "three yards and a cloud of dust" is the way the game used to be played. It used to be acceptable to run the ball, gain three yards, cause a little dust to fly and repeat. This is called "the running game." Today, fans expect big plays with each and every possession. We have become so accustomed to the big play or the "Hail Mary" that anything else makes for a seat-emptying, boring game. The business world is no different. We expect high-flyers to pad our portfolios and every business to grow rapidly and go public.

Businesses that have refined their running game in this tight economy are doing quite well, all things considered. We need not look too far in the news to find businesses that have imploded, companies with business plans that called for throwing the Hail Mary pass for their survival. Did their playbook (business plan) contain a running game, or were they betting on a few big hits to succeed?

Successful businesses have focus, much like the eyes of a running back looking to reach a first down. Business focus is attained by setting short-and long-term goals. Just like a football team, businesses must gain yardage on their goals play-by-play, week-by-week. With each first down, businesses grow and achieve their goals. The plays in the playbook of successful businesses should be ranked according to the core competencies of the business. At the bottom of the list are plays so risky that even the bravest dare not tread there. The old reliable plays are what keep businesses running.

Have you ever noticed that football teams keep an unbelievable number of...