The FIFA World Cup is filled with incredible moments, passionate fans, and unforgettable performances. But beyond the goals and highlight reels lies something that caught my attention even more—a statistic that has surprising implications for business.

If you know me, you know I love data.

As I watched the matches, I started paying attention to what the announcers were measuring. What key performance indicators were they using to predict success? One statistic stood out above all the others:

Touches per Goal.

More Than Just Goals

At one point during the tournament, Lionel Messi and Kylian Mbappé were tied with eight goals, while Erling Haaland sat close behind with seven.

But goals alone don’t tell the whole story.

Analysts were tracking how many times each player touched the ball before scoring a goal.

That’s where things got interesting.

Haaland had dramatically fewer touches per goal than the others, making him incredibly efficient as a finisher. Meanwhile, Mbappé had many more touches because he frequently dribbled, carried the ball up the field, and created opportunities himself. Messi had even more because he often served as both the creator and the finisher.

Does that automatically make Haaland the better player?

Not at all.

It simply reflects that each player has a different role, a different style, and a different way of creating value for their team.

Know Your Zone of Genius

That realization led me to an important business question:

What is your zone of genius?

Some people are exceptional at creating opportunities.

Others excel at closing them.

Some thrive in every stage of the process.

Success doesn’t come from trying to play someone else’s position. It comes from understanding where you create the greatest value and building a team that complements your strengths.

If Messi suddenly decided to stop creating opportunities and simply wait near the goal, his touches per goal might improve—but his overall impact on the game would likely decrease.

The same is true in business.

Every Touch Should Have a Purpose

In soccer, a touch is simply making contact with the ball.

But the objective isn’t just touching the ball.

The objective is maintaining possession.

The same principle applies to business.

Every conversation, phone call, email, social media interaction, or networking event is a touch.

The question isn’t:

“How many touches did I make today?”

The better question is:

“How many of those touches turned into meaningful opportunities?”

Every interaction should have an objective.

Every conversation should move the relationship forward.

Random activity rarely produces consistent results.

Intentional activity does.

From Touch to Possession

Possession means your team controls the ball.

In business, possession means you’ve earned someone’s attention, trust, or commitment to continue the conversation.

That might mean:

• Scheduling an appointment

• Discovering a client’s needs

• Presenting your value proposition

• Moving a lead to the next stage of your sales process

The goal isn’t simply to stay busy.

The goal is to gain momentum.

Are You Ready When Opportunity Comes?

One thing that separates elite teams is preparation.

When a player receives the ball, they’re not wondering what to do next.

They’ve practiced thousands of times.

Their teammates are already moving into position.

Everyone understands the next play.

Too many professionals work differently.

They finally get an opportunity…

…and then they ask themselves,

“Now what?”

Preparation creates confidence.

Confidence creates execution.

Taking the Shot

Possession alone doesn’t win games.

Eventually, you have to take the shot.

In real estate, that could look like:

• Turning a cold lead into a meaningful conversation.

• Presenting your unique value proposition.

• Sitting at the kitchen table.

• Asking for the listing.

Every step matters.

But if you never take the shot, none of the previous work produces results.

Goals Win Games

A team can dominate possession.

They can have more shots on goal.

They can complete more passes.

But if they don’t score…

…they lose.

Business works the same way.

You can stay busy every day.

You can have countless conversations.

You can generate opportunities.

But without execution, activity becomes frustration.

Results come from finishing.

Which Player Are You?

Are you more like Erling Haaland?

An elite finisher who thrives on execution?

Are you more like Kylian Mbappé?

Creating opportunities through movement and creativity?

Or are you more like Lionel Messi?

Creating and finishing at an elite level.

None of those roles is better than another.

Every championship team needs each of them.

The key is knowing which one you are.

Personally, I’ve learned that I perform best when I’m involved in creating the opportunity—not just executing at the finish line. While delegation is essential, I’ve discovered that staying connected to the process increases my likelihood of finishing strong.

Your answer may be different.

That’s okay.

The important thing is understanding your own strengths and building your strategy around them.

Final Thoughts

As you think about your own business this week, ask yourself four simple questions:

• How many touches am I making?

• How many of those touches become possessions?

• How many possessions become shots on goal?

• And most importantly… how many goals am I actually scoring?

Measure what matters.

Play to your strengths.

Execute with intention.

And when you score…

Celebrate it.

🎙️ Listen to TWE Episode 115: The Hidden Soccer Stat That Predicts Business Success wherever you get your podcasts.

Go live life on your terms.