It’s interesting to see how the NFL sees itself in business. To me, the NFL is not in the media business or any of the other businesses mentioned. The NFL is in the relationship business. The game has been a very successful means to build long-term relationships that have created movements. Movements that rival religion. Everything the NFL does should be focused on enhancing this relationship.

I’ve often thought that the league leaves great sums of money on the table every year. Mainly because they are not sure how to fully convert fan passion and loyalty to its full revenue potential. The media business is only one business the NFL can excel in and far less lucrative than the relationship business.

On one hand I think it’s good to look at the big picture and say you’re in, say, the entertainment business or the content business (and thus avoid the trap railroads fell into, not realizing their business was transportation and thus missing out on air travel), On the other, such abstractions can lead you down a lot of dead end paths.

Guy Kawasaki talks about making meaning and mantras, not mission statements. Saying you’re in the media business or entertainment business sounds kinda vague. I mean, so are Britney Spears and the Learning Company, but I bet their operations and strategy are very different.

I’d say you’re in the simulated war and warriors business. American football is the most violent team sport in the world, and the complexity of the game demands that coaches manage their teams like armies. Each game has 106 players, a boatload of coaches, formations, strategies for every down special teams, defense, offense, field position. Basketball, baseball and hockey don’t even come close.

The NFL seems to intuitively get this what with all the slow motion replays set to martial music. I would look for more opportunities to carry that metaphor forward. Fantasy leagues and Madden video games are going like gangbusters. What other gamelike elements like that can be exploited?

Oh yeah, they’ll never admit it, but the NFL is in the gambling business too.