Carlos Agami.
Service culture

Tie Your Shoelaces: Fundamentals Before Tricks

He won 10 national championships and his first lesson was tying shoelaces. What that says about service and sales teams.

Carlos Agami · March 6, 2026

Hands tying the shoelaces of basketball sneakers on a gym court

Some lessons seem like a joke. Until you understand why they matter.

Imagine this

You're 19 years old. You play basketball. And you want to go far.

One day a letter arrives at your house. It's from UCLA.

It’s almost like getting a call from Real Madrid, Harvard, and Disney all at once. Because UCLA wasn't just any university. It was a basketball powerhouse in the United States.

And the coach was John Wooden. The winningest in college basketball history. 10 national championships. Over 600 games won.

I mean. It wasn't just any team looking for you. A legend was looking for you.

You think: "I made it." All the early mornings. The hours in the gym. The games. It was all worth it.

The first lesson

Your first day of practice arrives. You're on the court. The whole team around. No one speaks.

What will the first lesson be? A winning play? A secret technique? A life-changing speech?

The coach opens his mouth and says:

"Today we're going to learn how to tie our shoelaces."

Not a play. Not a great lesson. Nothing worth telling about later. Tying shoelaces.

There was that awkward silence that appears when no one understands what's happening. Was that it?

What seemed ridiculous was exactly what made that coach extraordinary. Because he understood something many forget: fundamentals matter more than tricks.

A player with poorly tied shoes feels insecure, moves poorly, and gets injured.

So he started with the basics. With the essentials. With what truly makes a difference.

This is where leaders go wrong

We believe things are solved with service or sales tricks. With a new technique. With another script.

And no. It's like putting a band-aid on a broken leg.

Let's see. Let's talk about your team.

  • You want them to sell more.
  • To provide better service.
  • To connect with customers.

And so perhaps you’ve given them courses, perhaps they’ve been taught techniques or skills. But the next day nothing changes. Everything stays the same.

Because even if they have the trick, they feel insecure.

Do you know why? Because they lack the basics: knowing what they sell, how to serve, feeling prepared and confident.

Before the next miracle technique

Check if you have the basics down. If your people cannot clearly explain what they sell, who they help, and what to do when something goes wrong, no new technique will stick.

Strong teams aren't transformed by tricks, but by the basics.

Full guide on this topic: Service culture.

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