Here are four lessons for business from Gridironomics 101.
1) GO FOR IT ON FOURTH DOWN!
(Or: Why Companies Are Bad at Maximizing Profits)
In 2003, Berkely professor David Romer released a classic paper asking a simple question: Do companies really maximize their profits? You would think so. But testing that idea in the real world is tricky. Who can really say if GE makes the ideal decisions about how to market is microwaves?
So to get an answer, Romer turned the gridiron. Specifically, he looked at the same dilemma the Falcons faced: Whether or not to go for it on fourth down. Given the incentives to win, Romer reasoned that coaches would make the optimal choice. Turns out, that wasn't the case.
Using a probability analysis, Romer looked at data form more than 700 NFL games to measure the value of getting a first down at any point on the field against the value of punting the ball or kicking a field goal. Going for it on fourth was often the best choice, even in some unexpected situations. If a team was on its own side of the field and needed four yards or less for a first down, going for it was the right move. At the opponent's five yard line, the chance of going for it and scoring a touchdown was more valuable than the guaranteed points from a field goal. Overall, being more aggressive on fourth would improve a team's chance of winning each game by 2%. And yet, coaches rarely made the right call.
Why were coaches risk averse at the cost of winning? Romer reasoned that there might be outside pressures forcing them to be conservative, such as anger from fans. Just ask Mike Smith. More likely, coaches really thought they were doing the right thing. They just didn't understand the statistics.
2) MARGIN OF VICTORY MATTERS MOST
(Or: Why Companies Are Bad at Assessing Strategy
Psychologists have found that people are pretty bad at assessing decisions in hindsight. We tend to suffer from "outcome bias." If a decision works out, we think it was the correct call, even if the probability suggested it would fail -- and vice versa.
A group of professors from Brigham Young University wanted to see if that bias occurred in a real-world business setting. Again, pro football, where every play involves an great amount of deliberate decision making, seemed like the natural choice. The team focused its analysis on the most basic element of offense: whether to run the ball or pass it.
The team wanted to know if coaches change the balance of their running and passing attacks based on games they won or lost essentially by chance. If they did, that would demonstrate outcome bias. But how do you tell if a game was won on luck? By the margin of victory.
According to the study, games won by less than a touchdown don't mean much about a team's future success. And yet, even close games had a big impact on coaches' decision making. For instance, teams were twice as likely to keep up the same basic run/pass strategy after a win than a loss. Coaches tended to switch things up after a defeat even if the numbers suggested the result was a fluke. In the end, the researchers wrote, NFL coaches simply seemed to believe their own decision making was far more important to the game's result than it actually was. Hence, chance outcomes impacted long term strategy choices.
3) SACKING HEAD COACHES IS OVERRATED
(Or: Why Companies Are Bad at Firing People)
If coaches aren't particularly good at evaluating their own performance, is management any better? Not particularly. In another study, BYU found that NFL teams were more or less inept when it came to firing their head coach.