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  • Founder of Athletes Authority
  • Marketing Maverick
  • Business Strategist
  • Newsletter Publisher

Grey Rhino > Black Swan

One of the most powerful concepts in macroeconomics is the concept of the Black Swan.

It is a term first coined by Nassim Taleb to describe an improbable event that causes catastrophic results.

Why a Black Swan?

Well, for the longest time, Europeans couldn’t fathom the idea that Black Swans existed… they only knew of White Swans.

COVID is an example of a Black Swan. Who predicted that shitshow?

The GFC was another… it completely restarted the whole economy and eradicated the wealth of the middle class.

These events can completely destroy businesses too.

They get all the news features and all the media attention as they lay wake to the business landscape.

But in reality, these Black Swan events pose far less risk to a business than Grey Rhinos.

Grey Rhinos, unlike Black Swans, are obvious dangers that stare you down in the face. These types of threats scuff the ground with their hooves as they point their horn at you.

As they prepare to charge, you stand there, frozen in fright, as an impending and obvious threat hurtles toward you..

Grey Rhinos are a problem you can see from a mile away…

And unlike the Black Swan, they are completely avoidable.

But, instead of acting swiftly and decisively, you freeze, putting you, and your business in danger. 

These are the types of threats that I mostly deal with when working with my mentees.

These stampeding Rhinos might show up as hugely inefficient employees that you won’t move on despite burning through the culture of your organisation and pulling down the average…

Or a glaring deficiency in a sales process that is slashing your conversion percentage and leaving opportunity at the door…

Or an absence of a real marketing strategy that leaves you relying on hope.

Regardless of the threat, it’s something obvious that you’re choosing to ignore.

So how do you avoid a stampeding rhino?

Never get yourself in a position of danger in the first place.

This is why I recommend mentors for everyone who owns a business..

A great mentor can help you spot obvious threats before it unravels all your hard work.

And if the mentor is worth their salt, they might even turn a threat into an opportunity, which is the topic of next month’s Alley-Oop newsletter.

I’ll be walking through some strategies to avoid getting your business in sticky situations that have the potential to undo all the progress you’ve made… before it wreaks havoc… AND, turning it into opportunity so you can capitalise on every curveball that is thrown your way.

Want to make better decisions (that could save you thousands) for less than the price of a coffee a day?

Subscribe to the Alley-Oop here:

– Karl Goodman

Don’t Stop Here

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Rich Men North of Richmond

It’s crazy how quickly things can go viral when a message really taps into the conversation that the market is already having inside its head.


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Lachlan Wilmot



  • Bachelors of Exercise and Sport Science
  • Honors in Rate of Force Development in Team Sport Athletes

Lachlan began his professional sports coaching career as the second ever employee at the GWS Giants in 2010-11 season prior to entering the AFL in 2012. Over 7 seasons, Lachlan grew a team of talented young men into back-to-back preliminary finals contenders. As the head of strength and power, his role was to turn teenagers into physically dominant men, developing their strength, power, speed and most importantly, their resistance to injury.

In 2018, Lachlan’s success afforded him the opportunity to shift codes, having been offered the role of High Performance Manager for the NRL’s Parramatta Eels.

In as little as one rebuild season, he had taken the wooden spooners of 2018 to the finals in 2019, where they inflicted the greatest defeat of the Brisbane Broncos in NRL history. By 2019, it was time for Lachlan to go ‘all-in’ on his other baby, Athletes Authority.

Now, Lachlan leads the performance program, designing the programs for all the athletes here. He works closely with the sports medicine team, just like he did in pro sport, to help athletes achieve more and reach new heights with their athletic careers.

Karl Goodman


Karl began his career in coaching as a Personal Trainer back in 2007. After competing for NSW as a Baseballer, and then competing at an elite standard as a cyclist throughout university,  Karl received the opportunity to work with Gordon Rugby in the Shute Shield competition. From there, he found a way to marry his passion in sports and competition with coaching; selling his investment property to start Athletes Authority in early 2016.

Starting from humble beginnings, the facility vision was taken to another level when Lachlan and Karl partnered up in 2017 and Athletes Authority was incorporated. It was no longer just a gym training athletes; Athletes Authority was committed to becoming a brand athletes worldwide could rely on for quality coaching, advice and service.