At TCS Live 2025, Craig Custance shared stories and insights from his work writing two books: The Franchise: The Business of Building Winning Teams and Behind the Bench: Inside the Minds of Hockey’s Greatest Coaches. Through years of conversations with NHL executives and coaches, Custance has come to understand that success at any level depends on having strong core beliefs and the discipline to live by them.
He framed his presentation around three developmental lessons he learned from some of hockey’s sharpest minds: Julien BriseBois, Kelly McCrimmon, Jim Rutherford, and George McPhee.
“Whenever you’re talking to someone who’s working in the NHL, you’re talking to someone who’s among the best in the world at what they do.”
Custance opened with that reminder from BriseBois, a statement that grounded his talk in respect for the process of excellence. His journey to uncover what separates good organizations from great ones in the NHL and beyond led him to dedicate years to in-depth interviews with the game’s decision-makers. With BriseBois’ support, Custance sat down with leaders such as Lou Lamoriello and Kyle Dubas, gaining rare insight into how successful teams are built and sustained.
1. Constant Improvement Compounds Over Time
From BriseBois, Custance learned that small changes add up. Great organizations don’t wait for major shifts; they focus on improving the details that matter. Over time, those small decisions compound into meaningful change.
BriseBois’ tenure in Tampa Bay has been defined by tough calls, including moving on from respected players like Ryan McDonagh, Steven Stamkos, and Jake Guentzel. Each decision reflected a belief in steady evolution rather than staying comfortable with past success.
“Improvement isn’t always about fixing what’s broken. It’s about refining what already works.”
2. Presence and Listening Lead to Bold Decisions
Custance’s second takeaway came from leaders like Lou Lamoriello, Kelly McCrimmon, and Jim Rutherford. These executives share a simple, powerful habit: they show up. They eat with their teams, walk the hallways, and make themselves available. That consistent presence builds trust, and trust creates the foundation for bold decisions when tough moments arrive.
Rutherford, now in Vancouver, believes deeply in the power of listening. He regularly joins his coaches for dinner, asks questions, and lets the conversation flow. His approach is a reminder that leadership is not just about speaking; it is about understanding. In a sport increasingly driven by data, Rutherford’s philosophy shows that the best insights often come from simply being present.
3. Succeed Because of Your Mistakes
From George McPhee, Custance learned that it’s not enough to learn from mistakes; you have to succeed because of them. During his time in Washington, McPhee interviewed three coaches for the Capitals’ head job: John Cooper, Craig Berube, and Dean Evason. He ultimately hired Adam Oates, though he later admitted Cooper had been his first instinct.
That lesson stayed with him. When McPhee moved to Vegas, he refused to second-guess himself. If he believed someone was the best fit, he acted decisively. That clarity has been central to the Golden Knights’ rise as one of the NHL’s most consistent contenders in their relatively short existence.
“Every mistake leaves a mark. The great ones don’t hide them, they build on them.”
Coaches’ Challenge
Custance’s message for us as coaches was clear. Success is not about finding the perfect formula. It is about believing in your principles, learning from your missteps, and showing up every day ready to evolve.
This week, reflect on one difficult decision you’ve been putting off. What is holding you back, and what might change if you trusted your core beliefs and made the move today?
Noteworthy timestamps:
- 0:00 Phone call that changed everything
- 2:50 Julien BriseBois
- 7:50 Jim Rutherford
- 10:00 George McPhee
- 13:25 Lessons from the book
