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上週，我分享了千葉噴射機如何透過組織重建、品牌經營，進而推動行銷與營收成長，建立起「組織改革 → 品牌 → 行銷」的三段式飛輪。

但這些，其實都建立在一個更關鍵卻常被忽略的前提之上：球團內部的理念是否一致（Alignment）。

如果你團隊裡的人，彼此朝不同方向用力，那麼就算你的船再快，也划不遠。

本週，我要繼續分享 B.League 主席島田慎二的《最強的職業球團經營聖經》這本書的讀後感，深入那條「看不見的底層軸線」——它存在於每一個成功的球隊、企業或內容品牌之中：一套清晰、可落實的哲學信念。

這是千葉噴射機組織改革的第一步。

一句話，改變整支球隊的命運

上周我提到，當島田慎二在2012年接手千葉噴射機時，球團正處在破產邊緣。觀眾少，品牌弱，團隊缺乏方向。

但島田沒有急著換教練、簽球星。他做了一件更有遠見的事：

他，從一句話開始。

不是「奪冠」。不是「成為強隊」。而是「創造幸福」。

因為幸福，不會因為你贏球就自然出現。它需要有方向、有共識、有文化，才能穩定累積。

這就是千葉噴射機的「經營理念」。

這句話，成了千葉噴射機一切策略的基礎，也引領他們完成亞洲職業運動史上最具代表性的逆襲之一。

為什麼大多球隊從一開始就已經失敗了？

老實說，根據我個人多年來的採訪經驗，許多球隊都把成績看得很重，都是在「成績出來後」才開始談管理。把管理當公關、把哲學當口號、把願景當辦公室牆上的裝飾。

但事實是殘酷的：

• 勝負無法預測。
• 傷兵、賽程、裁判，變數太多。

如果每次輸球就讓整個團隊崩潰，那你經營的不是球隊，而是一顆隨時爆發的危機。

打造兩條「不可動搖的軸線」

島田慎二的做法是：建立兩條不可動搖的軸線：

1. 管理軸線：決定經營策略與資源分配。
2. 球隊建設軸線：決定戰術發展與文化塑造。

這不是為了追求完美，而是為了保持方向。即使短期輸球，也不會因此改變根本的決策準則。

當球隊贏球，他們繼續優化流程。當球隊輸球，他們不急著砍人找替罪羊。

這種穩定性，才是讓人願意長期投入的理由。

• 球迷相信他們。
• 廠商願意續約。
• 員工能專心做事，因為方向明確。

最終，這種信任，才是「千葉奇蹟」真正的核心。

如何打造屬於你的「不可動搖軸線」？

5 個步驟，建立從上到下的一致性

1）定義你的真實理念

選擇有意義的方向，而不只是獎盃。

問自己一個問題：你的球隊存在的意義是什麼？

千葉噴射機的答案不是「奪冠」，而是「與所有支持千葉噴射機的人，一起創造幸福」。

這樣的理念，才有辦法在輸球的時候撐住文化、激勵人心。

2）讓使命變得可執行

願景必須轉化為動詞。

你的使命，要能夠落地執行。它不該只是激勵性的標語，而是操作手冊。

千葉的使命明確列出所有利害關係人：球迷、志工、贊助商、地方社區、供應商、員工…每一個角色，都被納入日常經營之中。

這樣的使命，才會產生真實的行動與連結。

3）畫出兩條軸線，並且落實運作

把「戰績」和「決策權」分開來看。

• 管理軸線＝穩定經營的策略方向。
• 球隊軸線＝培養實力與文化的根本。

結果是浮動的，但方向必須穩定。不要讓一次輸球，摧毀整個系統。

4）組織內部要全體對齊

少說話，多做事。用行動證明。

說一套、做一套，是最容易毀掉信任的方式。

島田堅持「理念要從上而下貫徹」。從董事會到行銷、行政、後勤，每個人都知道自己在做什麼，也知道為什麼要這麼做。

這種一致性，是球隊文化真正的基石。

5）在穩定中保持機動性

方向不變，手段可以靈活調整。

穩定不是僵化。

千葉會持續調整流程、優化執行細節，但他們從不放棄最初那條軸線。

這就是「持續進化」而非「慌亂應變」的差別。

結語｜真正撐起球隊的，不是戰術，是軸心

一條軸線，決定你能不能走遠，也決定別人願不願意陪你走下去。

它不是寫在牆上的口號，而是你每天做選擇時的依據。

千葉噴射機不是靠運氣逆轉命運，而是靠著一個清晰的理念，把所有人往同一個方向對齊。

所以你可以靜下來問自己：

這條軸線，也許該在今天，重新被定義。

感謝你花時間閱讀，如果你喜歡類似這樣的分享，那你應該訂閱我的免費電子報。

— Jordan

📝 ENGLISH VERSION

What Chiba Jets Can Teach Every Sports Owner About Long-Term Success

Last week, I shared how the Chiba Jets turned structure into revenue — with a flywheel: Organizational Reform → Brand → Marketing.

But here’s the uncomfortable truth:

Everyone’s rowing — just not in the same direction.

So when losses pile up, chaos takes over. Fans disengage. Sponsors vanish. And what looked like momentum turns out to be a house of cards.

That’s what made the Chiba Jets different.

They didn’t rebuild with star players or splashy hires.

They did something every team should do — but almost none have the courage to:

One Sentence That Changed the Fate of an Entire Team

As I mentioned last week, when Shinji Shimada took over the Chiba Jets in 2012, the club was on life support. Low attendance. No identity. No spark.

But instead of chasing a short-term fix, he planted a long-term flag:

Not “win more games.”

Not “become a powerhouse.”

A mission rooted in meaning, not medals.

That one line became their compass — and the foundation for one of Asia’s greatest basketball turnarounds.

Why Most Teams Fail Before the Game Even Starts

Here’s what I’ve seen in club after club:

• They wait for wins before getting serious.
• They treat values like PR.
• They see vision as wall art, not action.

But the truth is, you can’t control every result.

Injuries. Referees. Budgets. Too many variables.

If your entire organization falls apart when the scoreboard doesn’t go your way… you don’t have a business. You have a time bomb.

The Two Unbreakable Axes

Shimada’s solution?

1. Management Axis — to guide business decisions
2. Team-Building Axis — to guide player and culture development

It wasn’t about being right 100% of the time.

It was about knowing where you’re going—and staying on course.

When the Jets won, they kept building. When they lost, they didn’t panic. And because their foundation was stable, the business was stable.

That stability is what invited long-term belief:

• Fans believed in the process.
• Sponsors renewed their support.
• Staff could focus—because they knew where the team was going.

In the end, this alignment—not just trophies—was the true core of the Chiba Jets’ miracle.

It wasn’t about being right 100% of the time.

It was about knowing where you’re going—and staying on course.

When the Jets won, they kept building. When they lost, they didn’t panic. And because their foundation was stable, the business was stable.

That stability is what invited long-term belief:

• Fans believed in the process.
• Sponsors renewed their support.
• Staff could focus—because they knew where the team was going.

In the end, this alignment—not just trophies—was the true core of the Chiba Jets’ miracle.

How To Build Your “Unbreakable Axis”

(5 Steps to Internal Alignment That Actually Works)

Here’s how to build it from the inside out:

1) Define Your Real Philosophy

Choose meaning over medals.

Ask yourself: Why does your team exist? Why does your brand matter?

The Jets didn’t say “to win championships.”

They said “to create happiness with everyone involved.”

That changes the conversations in every room.

If your mission isn’t something your staff, players, or fans can believe in on a bad day—it’s not strong enough.

2) Make the Mission Actionable

Vision needs verbs.

Who do you serve? How do you serve them? Where does that show up in your daily ops?

The Jets’ mission included fans, partners, vendors, community members. Not just buzzwords—roles with responsibility.

When your mission becomes part of how people work, that’s when it starts compounding.

3) Draw Two Axes (and Use Them Daily)

Separate the scoreboard from your steering wheel.

• Management Axis = Long-term stability.
• Team-Building Axis = Talent, culture, systems.

You can’t let short-term losses override long-term direction. Otherwise, you’re managing through panic, not purpose.

4) Get Organizational Buy-In

Say less. Show more.

If what leadership does contradicts what it says, you’re done. Fans leave. Staff disengages. Sponsors pull back.

Shimada made sure the entire club lived the philosophy. From the boardroom to the marketing team to back-office staff, everyone knew what they were doing—and why.

That’s how you turn culture into consistency.

5) Stay Agile, Not Reactive

Adjust the course, not the core.

Stability doesn’t mean rigidity. The Jets constantly refined operations. They stayed light, responsive—but never changed their axis.

That’s the difference between growth and chaos.

Closing Thought: Strategy Wins Games. Alignment Builds Teams

One axis determines how far you can go—But more importantly, whether others want to go there with you.

It’s not a slogan on a wall.

It’s the invisible rulebook behind every decision you make.

The Chiba Jets didn’t build a miracle through luck.

They built it by aligning everyone—around one idea, one mission, one direction.

So take a quiet moment and ask yourself:

Maybe today is the day to redefine your axis.

Thank you for taking the time to read. If you enjoy reflections like this, you should definitely subscribe to my free newsletter.

— Jordan