One of the things I most enjoy in life is learning the “backstory” to any situation. Maybe it’s just curiosity, maybe it’s the mom in me, maybe the Capricorn…or maybe just some quirk of genetics. But, ever since I could speak, I’ve always asked “Why?”.
My own mother will attest to this. And I will attest to the fact that, quickly, her standard answer became “Because I said so,” hoping to dissuade me from further inquiries. (Note to my fellow parents: Don’t try this at home. It doesn’t really work!)
As a professional, I’ve sometimes been accused of being confrontational. Those that know me, however, will tell you it’s really just inquisitive. I believe to be a good marketing pro, you need to understand the backstory. To really know how and why we’ve arrived at this point. Context helps everyone and does dissuade a deluge of “why?”
Relative to hockey, one of my favorite topics of backstory is a player’s selection of jersey number. Ovechkin selected #8 because it was the number his dear mother wore as an Olympian. Crosby wears #87 because his birthdate is 8-7-87. The Great Gretzgy wanted #9 in honor of Gordie Howe, but it was already taken on his team…so he went for #99 instead. Brendan selected #80, in honor of his first love in hockey, the 1980 USA Hockey Gold winning team. All great, interesting backstories.
With the start of a new hockey season facing us, I had a long talk with Mitch the other night. For the last few seasons, he’s been wearing numberless jerseys or his big brother’s hand me downs. This season, he’ll get his own jerseys, with his name and (hopefully) number of choice. So it was time for the number talk….
When asked, he first blurted out “6,742!” (he’s 5, mind you…)
Um. Hmm. “Mitch, that won’t fit on a jersey. We need only one or two numbers.”
So began the contemplation. “Well, I could be #8, but Ovechkin is already 8. And I’ve been wearing #80, but that won’t work because when I play on the Bears with Brendan, we can’t both be #80.” (We’ll save the explanation of that impossibility for another day…)
I offered that he could be #81, which is close to Brendan’s number or #63 for his own birthday. He said no. “I don’t like 6’s or 9’s, they look too much like the same I can’t remember how to tell them apart.” Fair enough.
And then, again with the 5 year old wisdom, he inquires: “Can I be 80 and 8? Like Brendan AND Ovechkin?”
“Well,” I offer, “you could be 88!”
So there you have it. The official selection of the jersey number. And a pretty decent backstory to it as well…his two favorite players, combined. And, hey, from a marketing standpoint, I could always offer that its just “one better” than Crosby….