Last week, I attended the Philip Morris International's Global Travel Retail Conference in Barcelona, where industry leaders and colleagues gathered to share insights on growth, leadership, and transformation. One of the highlights of the event was listening to Toni Nadal, renowned tennis coach and uncle of Rafael Nadal, deliver a keynote speech on the principles that shaped one of the greatest athletes of our time. Toni’s reflections on coaching, improvement, and feedback resonated deeply with me and inspired this blog.
 |
| Toni Nadal delivers his keynote at the PMI Global Travel Retail Conference in Barcelona with inspiring videos — on truth, character, and the daily work of improvement |
There’s a moment in Toni Nadal’s story that lands like a forehand winner. Minutes before Rafael Nadal plays Roger Federer in Monte‑Carlo, Rafa asks his uncle and coach, “What do you think about today’s match?” Toni doesn’t reach for a motivational line. He tells the truth: Federer’s forehand is better, his backhand is better, his volleys are better. Then he adds the only thing that matters: now we can prepare the strategy to beat him, but we have to know the truth first.
That sentence could be the operating system for growth. In sport and in business, outcomes are noisy and full of variables you don’t control—market shifts, competitors, regulation, the occasional “Djokovic.” Improvement is the one goal you do own. Toni’s philosophy reduces the complex to the essential: tell the truth, choose the price, and train your character. Everything else is commentary.
 |
| From strategy to execution, sessions emphasized controllable inputs, candid feedback, and resilience under pressure—principles echoed throughout the keynote. |
Make improvement the goal you own
Toni never set “be No. 1” as the real challenge. Rankings and trophies depend on forces outside your control. Improvement does not. In tennis, the fastest path to beating opponents is first to beat yesterday’s version of yourself. In business terms, convert outcome targets into controllable input commitments: quality and frequency of customer interactions, error‑free close percentage, on‑time filings, decision cycle time, scenario rigor. When inputs compound, outcomes follow. For every KPI, write the one behaviour you will do daily that makes it more likely. Track the behaviour, not just the number.
Feedback that builds: truth over comfort
Relentless positivity often feeds self‑deception, not confidence. Growth demands a clear view of weaknesses and the courage to name them. With Rafa, Toni always said the hard thing because clarity is kindness when performance matters. Practical moves: institute a weekly 15‑minute “truth ritual” where each person names one behaviour that helped and one that hurt outcomes, followed immediately by next actions. Pair high standards with high regard. Toughness without care breeds fear; care without standards breeds mediocrity.
Choose the price—and pay it
When a young top‑30 pro asked how to become No. 1, Toni replied: tell me the price you’re willing to pay. Talent sets your starting line; price paid determines your trajectory.
For teams, make the price explicit in projects. Agree in advance what you will trade—comfort, meetings, scope—for what you will gain—speed, quality, customer trust. Put it in writing and revisit weekly.
Strategy requires unblinking realism
The Monte‑Carlo story isn’t negativity; it’s situational awareness. Strategy built on flattery fails at contact. Acknowledge relative strengths honestly, then design a plan that exploits reality. And when the opponent upgrades their backhand, update the plan or lose 6–3, 6–0.
Two tools help: run a premortem (“It’s 12 months later and our initiative failed—what happened?”) and track relative advantages, not just absolute performance.
Win today, plan for tomorrow
After Rafa’s first Roland‑Garros title at 19, Toni wrote a list of everything Rafa didn’t do well. One victory guarantees nothing. Probabilistic humility keeps you hungry.
Use a simple cold list within 24 hours of any big win: three things that worked despite us, and three we must fix before variance bites back. Celebrate and sharpen.
Don’t complicate the essentials
We love data and specialists, but when everything matters, the essentials get crowded out. Toni’s three data points for Rafa were almost childlike: hit the ball as hard as possible; put it where the opponent isn’t; above all, keep it in. The fourth rule tied it together: hit every ball as well as possible every day, not only in finals.
Your version: define three non‑negotiables for your team (for example, close the books clean, challenge assumptions early, communicate decisions the same day). Measure them simply and publicly. Everything else is support, not the show.
Character is trained in the storm
Toni deliberately created friction—bad balls, bad courts, missing water—so Rafa learned to perform under discomfort. Attitude decides matches more often than technique.
Design good friction at work. Run constraint drills with tighter budgets, fewer slides, or smaller teams. Run noise drills by presenting under time pressure or with incomplete information. Practice recovery drills: after a setback, use a two‑minute reset—name the miss, state the next best action, execute. Build resilience with bounded stress; purposeful pressure grows people, chronic unbounded stress breaks them.
Keep brains alert: success ages quickly
When Rafa won Spain’s U‑12, Toni pulled the list of the last 25 champions. Only a handful became stars. The point wasn’t pessimism; it was context. A win today is a maybe tomorrow unless you keep improving. Treat success as information, not identity. Ask: what would have to be true to earn this result again against a better opponent and a tougher market?
 |
| Simple rules, big outcomes: keep the ball in, place it where the opponent isn’t, and hit every shot as well as possible—every day |
A simple framework you can implement Monday: IMPROVE
I — Identify the controllable. Translate outcomes into daily inputs.
M — Map the truth. One strength and one weakness per person or process.
P — Price the climb. Write what you will trade for progress.
R — Run the plan. Execute against reality, not wishful thinking.
O — Operate with essentials. Three non‑negotiables; everything else supports.
V — Versus yesterday. Benchmark against your last best, weekly.
E — Endure by design. Add safe constraints that build resilience.
How this scales to Finance and Global Travel Retail
Treasury discipline: treat liquidity and FX exposure like “keep the ball in.” Reliability scores more than flash.
Tax and compliance: improvement equals fewer surprises, faster clarifications, tighter documentation. Celebrate zero‑drama closings.
Commercial rhythm: replace vanity metrics with movement metrics such as time to decision, time to customer answer, and time to corrective action.
Culture: adopt the visible pairing of high standards and high regard. Make it explicit that tough feedback is given for the person, not at the person.
Closing Remarks
Toni Nadal’s philosophy is a timely reminder that growth is not about chasing perfection, but about embracing the honest, sometimes uncomfortable, process of improvement. Whether on the tennis court or in the boardroom, the fundamentals remain the same: tell the truth, focus on what you can control, and build resilience through adversity.
As leaders and teams, our challenge is to create environments where feedback is valued, standards are high, and every success is treated as a stepping stone rather than a finish line. By simplifying the complex and prioritising character over comfort, we set ourselves—and those we lead—on a path to sustainable excellence.
Let’s take these lessons forward, not just as inspiration, but as a practical framework for how we work, lead, and grow together. What is your version of hitting the ball as well as possible, every day?
Bonus: If you want to dig into the other key take-aways from the PMI GTR's Global Conference in Barcelona, you should read this: Volkan Yorulmaz: Unlearning, Multiplying, and Growing: Leadership Lessons from PMI’s Global Travel Retail Conference
