Jorge Jesus's first roster announcement and a lesson in strategy
Jorge Jesus's first roster selection shows that, in both soccer and business, strategy is about knowing how to choose: what to keep, what to change, and where to invest.
A 25-player roster may seem like just a list of names. But when it’s the first one under a new head coach, each selection takes on a different meaning. Jorge Jesus announced his first roster as national team head coach, featuring four new faces compared to the squad that played in the World Cup. But rather than discussing who made the cut or who was left off, there’s a more interesting question: What does this roster tell us about strategy?
Because, in both soccer and business, a strategy isn’t about having every option available—it’s about knowing where to focus, what to keep, and what to change.
1. Choosing Is the First Strategic Decision
A coach has a limited number of spots on the team. So does a business. It’s not possible to pursue every opportunity, be present on every channel, reach every audience, and do everything at the same time. Therefore, choosing inevitably means giving something up.
Jorge Jesus’s first roster selection illustrates this simply: some players stay on, others join the team, and some are left out.
A strategy isn’t a list of everything we can do. It’s a decision about what we should do first. In marketing, this means identifying where the best opportunities lie before spreading resources everywhere.
2. Change isn’t a fresh start
When a new leader arrives, there are always expectations regarding change. But changing everything doesn’t always mean adopting a new strategy.
A team already has experience, knowledge, and processes that may still be relevant. The key is to understand what should be kept and what needs to be adjusted.
In business, before changing a marketing strategy, you need to understand what’s already working. Which channels are generating results? Which campaigns are creating opportunities? What content is resonating? Only then does it make sense to decide what needs to change.
3. Every choice must serve a purpose
Selecting a player isn’t just about picking a name. It’s about choosing characteristics, experience, and the ability to respond to different scenarios.
The same is true in marketing. Choosing Instagram, Google Ads, a landing page, a CRM, or a specific type of content shouldn’t be based simply on the fact that “that’s what everyone else is doing.”
Each element should serve a specific purpose within the strategy. An ad should generate attention and opportunities. A landing page should turn that attention into action. A CRM should help ensure those opportunities aren’t lost.
When each element has a clear function, a collection of isolated actions ceases to exist and a system begins to take shape.
4. A strategy is only proven when it’s put into practice
A lineup can reveal a vision. But it doesn’t guarantee the result. That only happens when the choices are put into practice.
This is precisely where many companies fall short. They define a strategy, launch a campaign, publish content, and wait for results to materialize.
But strategy isn’t just a plan on paper. It’s what happens after the decision is made. It’s about measuring, analyzing, adjusting, and repeating.
In soccer, decisions are evaluated on the field. In a marketing strategy, evaluation is based on results: how many people were reached, how many moved forward, how many opportunities were created, and how many sales were made.
What is your company calling for?
Jorge Jesus’s first call-up demonstrates one simple thing: strategy is about making choices. Choosing where to invest, what to keep, what to change, and choosing what can make a difference in the future.
In marketing, being everywhere doesn’t mean you have a strategy. Before adding yet another initiative to your business, ask yourself: Is this really the right choice?
A good strategy starts with the right choices. If you want to know what those are, talk to us.