The Contented Cow Blog

Building Workplaces That Work

Late last month, the Ladies Professional Golf Association (LPGA) announced a bold new policy requiring that players be at least minimally proficient in speaking English by the end of 2009, or face suspension of their playing privileges. The policy strengthened long-standing efforts by the Tour to encourage (and assist) its 120 or so foreign national members in becoming conversant in the English language.

Commenting about the policy in her blog, Lisa Mickey, senior writer of new media and communications manager of the Duramed FUTURES Tour (a feeder tour for the LPGA) said, “The goal is for every player on the LPGA to easily converse with pro-am partners and tournament sponsors, to effectively communicate basic thoughts about their rounds to media, and to have the ability to express their thoughts and thanks during tournament award ceremonies. What, I ask, is unfair about that?

“Plenty of corporate sponsors align themselves with the NBA and NFL, but that doesn’t necessarily mean they will go one-on-one with Kobe or run downfield for a bomb from Brett Favre. Golf is unique and personal and when people are spending money in this environment, they do it for the chance to spend five or so hours on a golf course with a real playing professional. At the end of the day, if that pro hasn’t been able to utter a single “Nice shot,” then the odds are pretty high that the amateur spending substantial dollars won’t be back next year. Too much of that hurts the tournament. Enough of that hurts the tour.” Ms. Mickey was right, as was LPGA commissioner, Carolyn Bivens in enacting the policy.

The story doesn’t end there, though. As reported in Friday’s NY Times, in response to pressure from players, a sponsor (State Farm), and California politicians, Ms. Bivens announced that she was walking the policy back, demonstrating that a Titleist ball isn’t the only thing capable of being hit with a lot of backspin. That is unfortunate, both for the Tour, and the vast majority of its international players, who long ago figured out on their own that it is in their economic self-interest to be conversant in the language of the land.

This isn’t just an issue for women’s golf, however. Nor is it a matter confined to foreign nationals. We’ve got plenty of people born and raised “right here” who are incapable of conversing in English. I encountered two of them last week at the drive-thru order window of fast food outlets in Alabama. After futile attempts to order a salad (okay, it was really a quarter pounder with cheese), I drove off, in search of somewhere else to spend my money, just as Ms. Mickey might have predicted.

A thought leader in the arena of leadership and employee engagement, Bill Catlette is a seminar leader, keynote speaker, and executive coach. He helps individuals and organizations improve business outcomes by having a focused, engaged, capably led workforce. For more information about Bill, his partner Richard, and their work, please visit their website at www.contentedcows.com

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