PEOPLE WERE SHOCKED THAT BILL BELICHICK CHOSE NORTH CAROLINA. I WASN’T. HERE’S WHY.

Question: If your industry’s greatest producer or leader is available, could you recruit them?

Question: If so, how would your organization’s trajectory be impacted?

Notre Dame vs. Ohio State: A Championship Overshadowed by North Carolina’s Bold Move 

This past week, Notre Dame and Ohio State faced off in the national championship, with Ohio State winning 34-23 — the culmination of a thrilling 12-team tournament. While this game crowned a true champion in college football, it surprisingly isn’t the biggest story of the year. That title belongs to North Carolina. After decades of anticipation, the Tar Heels made an unprecedented move: they successfully recruited Bill Belichick, widely regarded as the greatest coach in NFL history, to serve as their head football coach.

Belichick’s NFL accolades are legendary. With six Super Bowl victories, a 333-178 record, and three NFL Coach of the Year awards, he has set the standard for coaching excellence. He also holds seven NFL records as a head coach1 — a résumé unmatched in professional football. Now, he brings that pedigree to Chapel Hill, where his arrival signals a seismic shift in college football.

At the heart of this monumental hire is Lawrence R. “Bubba” Cunningham, North Carolina’s athletic director since 2011. Under Bubba’s leadership, the Tar Heels have flourished, capturing 22 national championships and 14 runner-up finishes across multiple sports. The UNC athletic department has finished in the top 10 of the NACDA Learfield Directors’ Cup nine times during his tenure, a testament to its consistent excellence. Bubba has also overseen over $220 million in facility projects, further cementing UNC’s reputation as a powerhouse in collegiate athletics. In recognition of his transformative leadership, he earned the 2019-20 Athletic Director of the Year Award from the National Association of Collegiate Directors of Athletics (NACDA).

The Blueprint for Recruiting Greatness  

How did Bubba Cunningham pull off what seemed impossible? Bubba’s ability to land Bill Belichick wasn’t just about the money—though a $10 million annual salary with three years guaranteed certainly helped start the conversation. In reality, market forces dictated that any serious suitor would need to offer an eight-figure deal. However, Belichick, as the ultimate coaching alpha, sets the market.

The real key to this unprecedented hire was the groundwork Bubba had laid long before negotiations began. His leadership, strategic vision, and ability to forge strong relationships positioned UNC to make a compelling case beyond just financial incentives. It was a masterclass in elite-level recruiting—aligning vision, culture, and opportunity with a legendary coach ready for a new challenge.

Back in 2012, I conducted a behavioral analysis of Bubba’s leadership style. His results revealed a strategic, relationship-driven leader with a knack for vision, persuasion, and execution. Bubba’s ability to connect with people, inspire confidence, and align them with a shared mission foreshadowed his ability to achieve extraordinary goals — including recruiting Bill Belichick. My analysis showed that Bubba is a first-rate athletic administrator who would be a successful executive in any industry.

This hire isn’t just a win for North Carolina; it redefines the possibilities in college athletics. With Bubba’s leadership and Belichick’s unparalleled expertise, the Tar Heels are poised to compete at the highest level, ushering in a new era of excellence for their football program.

This week’s championship game was a spectacle, but make no mistake: the story of the year in college football belongs to the University of North Carolina.

The Executive Presence Report©  

The Executive Presence Report provides a comprehensive analysis of managerial tendencies, identifying the critical attributes that define effective leadership. Leaders with strong Executive Presence balance two vital dimensions: Time and Focus. By mastering this balance, leaders consistently deliver results, execute strategy, drive change, and foster effective organizational cultures.

The Five Key Competencies of Executive Presence 

Executive Presence is composed of five core competencies, or composite scales, that encompass the essential behaviors and traits of effective leaders:

1. Strategist
2. Executor
3. Team Builder
4. Recruiter
5. Prosperity Trait Index (PTi)

Each competency reflects a specific dimension of leadership effectiveness:

• The first four competencies focus on behavior, representing the critical roles leaders play in balancing their organization’s present and future needs for both people and organizational priorities.
  – A future-oriented perspective emphasizes defining a clear direction and vision.
  – A present-oriented perspective prioritizes immediate action and operational execution.
• The fifth competency, the PTi Index, measures the psychological traits that drive value creation and sustain effective leadership behaviors over time.

By integrating these competencies, leaders demonstrate their ability to navigate complex demands and maintain a commanding presence. The balance of Time (present vs. future) and Focus (people vs. organization) serves as the foundation for effective leadership.

The Recruiter Component 

• Future Time Perspective
• Individual Focus

Recruiters keep a clear line of sight between the organization’s future strategy and the skills

and competencies required to achieve it. They know who, how, and why to attract the right

talent for the organization’s long-term success. The Recruiter competency evaluates 18 key leadership attributes, identifying how leaders attract, engage, and secure top talent. This competency underscores the importance of creating meaningful connections and fostering trust to build an exceptional workforce.

Client confidentiality and professional ethics prevent me from sharing specific results. In Bubba’s case, four of his exceptional-level attributes within the Recruiter component are particularly noteworthy. These attributes exemplify his ability to align talent acquisition with organizational goals and establish a culture that drives sustained success.

Survey the Market: Building for Tomorrow’s Talent 

Recruiters are architects of the organization’s future, investing not only in today’s workforce but in the next generation of talent. Visionary leaders understand that while current talent drives immediate success, preparing for tomorrow ensures sustainability, growth, and legacy. Just as financial, informational, and relational capital are carefully managed, human capital must be nurtured and enhanced to secure the organization’s future.

Great leaders who cultivate next-generation talent are on a purposeful mission grounded in values that resonate deeply with potential recruits. Their success is not just about filling roles — it’s about helping individuals identify, develop, and express their unique gifts to excel in meaningful positions. These recruiters are strategic partners in aligning market-ready talent with tomorrow’s critical roles, ensuring long-term organizational success.

Strategic Alignment: People in the Right Places at the Right Time 

The formula for success is simple yet powerful: get the right people into the right roles at the right time, equipped with the right skills. This begins with a clear strategy and deliberate mapping of key positions, particularly those that drive significant value. Critical jobs, such as the head football coach at North Carolina, are value-creating roles that shape the athletic department’s future trajectory and, more importantly, the entire university. The Belichick hire might even save the ACC. These roles have an outsized impact on success, and organizations must invest accordingly in the talent that fills them.

There’s a hard truth for leaders to recognize: You can’t overpay the people who truly drive your success. These key contributors deliver an ROI that others simply cannot — unless the strategy itself is flawed. In such cases, leaders must reevaluate the very purpose and direction of their business.

Acquiring and Retaining Top Talent for Critical Roles 

Filling critical positions requires a clear, structured approach:

1. Setting Clear Standards: Define expectations for roles that differentiate the organization in the minds of key stakeholders.
2. Sourcing and Screening: Seek out top talent who have options and choices, making a compelling case for why they should join your team.
3. Engagement and Orientation: Ensure new hires are supported and motivated to bring their best to these essential roles.

Matching the right people to these key roles demands leaders ask thoughtful, forward-looking questions:

• Which roles will most impact your results in the next 5-10 years? If you don’t know, how can you find out?
• Are your critical positions staffed with talent ready for future challenges? How many of these positions are at risk of turnover?
• What percentage of key positions have qualified successors ready to step in?

Maximizing Talent Impact 

Success lies in placing A players in A positions — roles that matter most to business outcomes. Put A players in C roles, and you risk losing them to more meaningful opportunities elsewhere. Conversely, placing C players in A roles leads to missed opportunities, weakened outcomes, and strategic stagnation.

Strategic execution and organizational transformation require leaders to both mobilize and engage their best talent. Effective leadership isn’t just about managing resources — it’s about fostering potential and creating lasting value.

By making talent acquisition a top priority, leaders not only secure the organization’s future but also create a culture where the best people drive the best results.

The Power of Interpersonal Skills in Recruitment: Bubba’s Leadership Blueprint 

Interpersonal skills form the foundation for building meaningful connections, earning trust, and fostering positive relationships. These qualities are not just beneficial but essential in the fast-moving world of talent acquisition, where relationships drive success. Effective recruiters, much like great leaders, don’t just fill roles — they shape organizational culture and influence its future growth.

Bubba exemplifies this leadership-driven approach to recruitment. His ability to communicate clearly, listen actively, and convey openness distinguishes him as both a trusted leader and strategic recruiter. Despite the authority that naturally comes with his role, Bubba’s approachable demeanor fosters trust, encouraging candidates and colleagues alike to connect on a genuine level.

Here’s how Bubba’s interpersonal skills have directly influenced recruitment outcomes:

1. Building Relationships and Trust
   First Impressions: By combining authenticity and effective communication, Bubba puts candidates at ease and earns their respect from the outset — an essential step in establishing trust.
   Long-term Networking: Bubba’s ability to nurture relationships builds a robust network of talent that serves the organization over time, reflecting his strategic foresight.
2. Effective Communication
   Bubba’s clarity in conveying job roles, organizational culture, and expectations ensures that candidates fully grasp the scope of the opportunity.
   His thoughtful approach to active listening enables him to assess candidate motivations and address concerns with precision.
3. Crafting a Positive Candidate Experience
   With a supportive and approachable communication style, Bubba fosters a welcoming interview environment that leaves a lasting positive impression.
   Candidates frequently walk away feeling respected and valued, shaping the organization’s reputation as a desirable workplace.
4. Persuasion and Negotiation
   Bubba’s ability to present job offers with clarity and conviction addresses potential hesitations while inspiring confidence in the organization’s vision.
   His balanced negotiation strategy ensures outcomes that are mutually beneficial for both the candidate and the organization.
5. Cultural Fit Assessment
   Through insightful personal interactions, Bubba accurately evaluates a candidate’s soft skills and assesses their alignment with organizational values and team dynamics — a critical factor for long-term success.
6. Conflict Resolution
   Bubba approaches challenges with diplomacy and tact, fostering collaboration and ensuring a seamless recruitment process.

In the words of Warren Bennis, leaders “do not seek to prove themselves but express themselves fully.” Bubba embodies this principle, blending relational excellence with a results-driven approach to recruitment. His ability to inspire trust, foster cooperation, and guide candidates through critical decisions not only ensures roles are filled effectively but elevates his organization’s image as a top-tier employer.

Bubba’s personable nature and strategic insight make him a trusted leader, a valued team player, and a key driver of organizational success. His recruitment approach exemplifies both thoughtful leadership and operational excellence — core tenets of building a strong, adaptable organization ready for the future.

Using Power While Demonstrating a Capacity for Collaboration 

Great leaders understand that power and collaboration are not mutually exclusive—they are complementary forces that, when balanced effectively, create lasting impact. Some leaders lean toward an authoritarian approach, wielding authority as their primary tool for influence. Others favor participative leadership, valuing input and shared decision-making. The most effective leaders, however, navigate both worlds seamlessly. Bubba Cunningham exemplifies this dual capacity, demonstrating an exceptional ability to exercise power and authority while fostering collaboration to recruit top talent and build high-performing teams.

The Strategic Use of Power and Authority 

Power and authority are fundamental to leadership, but their effectiveness depends on how they are understood and applied. Leaders who use these tools effectively inspire action, drive results, and create environments where people thrive.

• Power is the ability to influence, inspire, and mobilize people toward a vision or goal independent of formal hierarchy.
• Authority is the formal right to make decisions, enforce rules, and expect compliance based on an assigned position.
• John French and Bertram Raven3 identified five key types of power that shape leadership effectiveness:
• Legitimate Power – Stemming from a formal role, this provides structure but can stifle engagement if misused.
• Expert Power – Derived from knowledge and skill, it builds trust and credibility.
• Referent Power – Rooted in personal influence and relationships, it fosters loyalty and motivation.
• Reward Power – Based on incentives, it can drive performance but requires fairness.
• Coercive Power – Grounded in the ability to enforce consequences, it ensures compliance but erodes morale if overused.

Great leaders do not rely on coercion or hierarchy alone. They recognize that power is most effective when earned through credibility, trust, and vision. Bennis2 argued that the best leaders inspire followership not through authority but through authenticity, wisdom, and purpose.

Balancing Power with Collaboration 

Leaders who wield power without collaboration risk alienation and disengagement. Conversely, leaders who prioritize collaboration but lack decisiveness may struggle to execute strategy. The most effective leaders balance both—guiding teams with authority while fostering an environment where innovation and shared ownership thrive.

• They create clarity by making decisive choices but remain open to diverse perspectives.
• They build engagement by sharing ownership of ideas while maintaining accountability.
• They inspire action by setting a vision while empowering teams to execute it.

Leaders must be both strong and adaptable—able to take command when needed yet humble enough to invite participation when the moment demands it.

The Power of Collaborative Leadership 

Collaboration is not about consensus—it’s about leveraging collective intelligence to drive superior outcomes. Effective leaders recognize that the best ideas do not emerge from authority alone but from the synergy of diverse perspectives.

Key Outcomes of Collaborative Leadership

1. Stronger Team Performance – Breaking down silos, fostering cooperation, and aligning efforts toward shared objectives.
2. Enhanced Innovation – Encouraging diverse viewpoints and creative problem-solving.
3. Higher Trust and Engagement – Cultivating an environment where people feel valued and heard.
4. More Effective Decision-Making – Reducing blind spots by incorporating multiple perspectives.
5. Greater Organizational Agility – Building resilience and adaptability in a fast-changing landscape.
6. Stronger Leadership Influence – Expanding a leader’s credibility and ability to drive change.
7. A Positive, Results-Driven Culture – Combining strategic clarity with a collaborative mindset to create a workplace that attracts top talent.

Leading with Power, Authority, and Collaboration 

The most influential leaders do not rely solely on command-and-control tactics, nor do they cede authority in the pursuit of consensus. Instead, they master the art of balance—knowing when to lead from the front and when to empower those around them.

The best leaders, like Bubba, recognize that true influence comes not from enforcing hierarchy but from engaging, inspiring, and mobilizing people toward a common goal. In today’s complex leadership landscape, those who master this balance will not only drive success but leave a lasting legacy.

Conclusion 

The Belichick hire is not an isolated success for Bubba Cunningham. In 2023, just a month after graduating, Bubba appointed 22-year-old Erin Matson as UNC’s Field Hockey head coach. She quickly proved her leadership ability, guiding the Tar Heels to both an ACC Championship and an NCAA National Championship in her first season.

Bill Belichick’s decision to join North Carolina as head football coach is a game-changing move in college athletics, driven by the strategic leadership of athletic director Bubba Cunningham. Cunningham’s proven ability to recruit top talent, foster relationships, and align people with a shared vision set the foundation for this historic hire.

Executive Presence is a powerful leadership skill set, exemplified by Bubba’s mastery of persuasion, strategic alignment, and interpersonal relationships—all of which were instrumental in securing Belichick. Great leaders like Bubba balance authority with collaboration, fostering long-term organizational success.

The Belichick hire signals a paradigm shift in college football, positioning North Carolina as a future powerhouse. Beyond football, it serves as a case study in effective leadership—demonstrating that the ability to attract and retain elite talent can redefine an organization’s trajectory.

Ironically, Bubba was disappointed with the results of the championship game, as he is a Notre Dame alum. However, while Ohio State took home the championship trophy, North Carolina has already secured the biggest prize of this college football season. Only great leaders can recruit great talent—because truly exceptional candidates with elite talent don’t invest their time, energy, or skills in merely good leadership.

References

1. NFL Record & Fact Book. Bill Belichick’s NFL records:
   Most Super Bowl wins: 8
   Most Super Bowl wins as a head coach: 6
   Most Super Bowl appearances: 12
   Most Super Bowl appearances as a head coach: 9
   Most playoff wins as a head coach: 31
   Most playoff appearances as a head coach: 19 (tied)
   Most divisional championships as a head coach: 17
2. Bennis, Warren (1989). On Becoming a Leader. Addison-Wesley Publishing
3. French, John and Raven, Bertram. (1959). The Bases of Social Power. Studies in Social Social Power.

To learn more about Bubba Cunningham’s leadership style, click here to listen to our podcast interview.

Written by Stephen Long, Ph.D
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