Snake Oil, Used Cars and College Coaches
Selling Promises, Delivering Disappointment
There was a time I sat in a classroom with 29 other college coaches, all of us striving for one thing: certification for head coaching. It was more than just a credential. The class, put on by a prestigious coaching board, promised to equip us with the knowledge and tools to lead successful teams. We spent hours going over mission statements, vision statements, rules, policies, and procedures—everything you need to keep a program running smoothly. But the real moment came when the discussion shifted from theory to practice.
The board had each of us take turns explaining how we integrate our team’s identity—those rules, policies, and that grand vision—into our recruiting. Whether through a pitch to a prospective athlete, the glossy pamphlets handed out at recruiting fairs, or the subtle undertones in team documentation, we all had our methods. One by one, coaches stood and delivered their polished snippets of what was most important to them. The energy in the room was palpable.
As we moved around the room, one coach after another shared their recruiting strategies with a confidence that was hard to ignore. The first coach stood up, voice booming, and said, “In our program, we don’t wait around for success—we go after it aggressively. We move fast, and we move with purpose. If you’re ready to make bold, quick decisions and grab opportunities, then this is the place for you. Haste isn’t a flaw—it’s our advantage.” His words hung in the air like a challenge, and a few heads nodded in agreement.
Then the next coach took the floor, leaning in as he spoke. “We take paths not normally traveled,” he said with conviction. “We don’t stick to the well-worn way that others follow. If you’re ready to step off the beaten path and challenge the status quo, we’re the program for you. It’s about finding new ways to win, pushing boundaries, and staying ahead of the competition.” There was a ripple of approval from the room, a shared sense of excitement in breaking free from tradition.
Finally, a third coach confidently explained his philosophy: “In our program, we don’t just follow the rules—we challenge them. We push ourselves to find better ways, turning every setback into a lesson that drives us forward. We offer the best resources, on and off the field, with top-notch academic support every step of the way.” His pitch struck a chord with the educators in the room, resonating with the notion that true greatness doesn’t come from blindly following established paths, but from having the boldness to make your own rules and the discipline to follow through.
As I continued listening, I realized something deeper was happening. These pitches weren’t just about team identity—they were crafted to appeal to something more instinctual. They were polished and energetic, but beneath the surface, they all shared a similar thread: the subtle pull of ego, ambition, and the allure of instant success. Every coach had their angle—some leaned on tradition, others on innovation—but they all promised greatness quickly. As I jotted down my notes, I began to wonder: what else do we college coaches promise that ancient wisdom warns against as folly? The very traits these coaches were emphasizing—impatience, arrogance, quick fixes—were the same qualities that Proverbs 21 cautions us to avoid. In the high-stakes world of recruiting, what Proverbs calls dangerous had been repackaged as desirable, even noble. I could almost hear those pitches transforming the unrighteous into the irresistible.
Repackaged Promises: The Allure of Instant Success
In this program, we don’t sit around waiting for success to come to us—we go after it. We move fast, and we move with purpose. Why wait when you can take what’s yours now? Haste isn’t a flaw—it’s our advantage. The quicker you move, the faster you win.
(Proverbs 21:5: "Good planning and hard work lead to prosperity, but hasty shortcuts lead to poverty.")We don’t stick to the well-worn path that everyone else follows. We take paths not normally traveled—the ones that lead to breakthrough success. We’re not afraid to push boundaries and challenge the status quo. If you’re ready to step off the beaten path and create your own way, then you’re the kind of athlete we want.
(Proverbs 21:8: "The guilty walk a crooked path; the innocent travel a straight road.")Here, it’s about finding new ways to win and staying ahead of the competition. In our program, we don’t just follow the rules for the sake of it—we question them, challenge them, and push ourselves to find a better way. Here, you’ll be tested, but every challenge is an opportunity to grow.
(Proverbs 21:11: "If you punish a mocker, the simpleminded become wise; if you instruct the wise, they will be all the wiser.")You’ll have the support you need, both on the field and in the classroom, with the best academic resources backing you every step of the way. We don’t settle for average—we have what others only dream of. The gear, resources, and financial backing? It’s all here. You’ll be getting so much gear that you can sell it online for a profit, and by the next week, we’ll have fresh, brand-new stuff for you to rock. If you want to be part of a program where you’re fully stacked with everything you need to succeed, then you’re in the right place.
(Proverbs 21:13: "Those who shut their ears to the cries of the poor will be ignored in their own time of need.")
As I sat there, listening to these impressive sales pitches from well-meaning coaches, I couldn’t help but reflect on the reality of recruiting. Let’s be honest—the lifeblood of coaching lies in that critical moment when you have the chance to convince a future athlete of exactly what your program stands for. And as you read the bullet points above, can’t you almost hear some big, smiling coach sitting on a couch, selling these very promises to an 18-year-old in the United States? Now, I never want to be guilty of reading too much into scripture or making a verse say something it doesn’t. But Proverbs 21:5 clearly tells us that good planning and hard work lead to prosperity, while hasty shortcuts lead to poverty. The intention is not just to highlight the value of careful thinking, but also to warn us about the dangers of chasing quick success. Isn’t that exactly what we tend to do when we tell our future athletes how fast, how easy, and how many advantages our program offers to get them to success?
Proverbs 21:8 might sound perplexing when it says, “The guilty walk a crooked path, but the innocent travel a straight road.” But what it’s really pointing out is that the way we walk—the decisions we make—reflects our moral compass. The "crooked path" represents shortcuts and unethical choices, where people cut corners to get ahead, often leading to negative consequences. In contrast, the "straight road" symbolizes integrity, doing what’s right, even if it takes longer or seems harder. It’s a reminder that in recruiting, as in life, staying true to ethical principles will keep us on the right path, while seeking quick and easy wins through questionable means will ultimately lead us astray.
But the reality is, the wisdom found in Proverbs 21:2 and Proverbs 21:3 is exactly what we should be expressing to our athletes, not just in words but in our actions as leaders. Proverbs 21:2 says, “People may be right in their own eyes, but the Lord examines their heart.” At first glance, this verse challenges the idea of subjective morality—the belief that we can justify our actions based on how we see ourselves or how others perceive us. In the context of coaching and recruiting, we often craft our pitches to fit what athletes want to hear. We frame our program in a way that appeals to their desires for immediate success, personal glory, or material rewards, assuming that as long as we’re offering what they want, we’re doing something good. But this verse reminds us that external appearances and superficial promises don’t matter nearly as much as the intentions and integrity behind them. God examines the heart—what drives us, what motivates us—and if our recruiting strategies are driven by ego or a desire to win at all costs, we risk losing sight of what truly matters.
This leads directly into Proverbs 21:3, which says, “The Lord is more pleased when we do what is right and just than when we offer him sacrifices.” This verse speaks directly to the heart of ethical coaching and leadership. It’s easy to get caught up in the sacrifices we make—the long hours, the energy spent recruiting top talent, the discipline we demand from our players. We might think that these sacrifices are enough to ensure success, both on the field and off. But the verse reminds us that doing what is right and just is far more important than the outward sacrifices we offer. In the world of college athletics, it’s tempting to sacrifice ethics for the sake of building a winning program. We make promises that are difficult to keep, and we downplay the hard work, discipline, and consequences that athletes will inevitably face.
When it comes to recruiting, the lesson here is clear: instead of appealing to superficial desires or crafting pitches that promise immediate rewards, we should be guiding our athletes toward a deeper understanding of integrity, discipline, and justice. We shouldn’t be telling them that our program will keep them out of trouble or that they’ll never make mistakes. That’s unrealistic. Instead, we should be helping them interpret Proverbs 21:13, which says, “Those who shut their ears to the cries of the poor will be ignored in their own time of need.” This verse teaches the value of empathy and generosity—principles that go far beyond the pursuit of success on the field. Even in the context of highly funded NCAA programs, where resources are abundant, it’s essential to remind our athletes that success isn’t just about accumulating wealth, status, or wins. It’s about using what we have—our talent, our resources, our influence—to uplift others, especially those who are less fortunate.
When our recruiting pitches and coaching philosophies appeal only to the baser instincts of humanity—promising fast success, wealth, and glory—we’re doing exactly what King Solomon warned against thousands of years ago. We’re appealing to desires that are fleeting and destructive. Humanity hasn’t changed; we are still creatures driven by base desires. Unfortunately, in the world of college athletics, we often exploit that, luring young men and women into programs with promises that appeal to their ambition, not their character. And in doing so, we don’t set them up for long-term prosperity—we lead them toward a path that can end in disappointment or even destruction.