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

How the Nobel Peace Prize Became A Laughing Stock

This is the second email in a two-part series that I never intended to write… but due to popular demand, here it is. If you missed the first one, you can read it in the archives here (scroll down a bit, the subject is “The Merchant Of Death Is Dead.”)


When Obama won the Nobel Peace Prize, the world media celebrated…

But Alfred Nobel rolled in his grave.

While just about everyone was drunk on Obama-aid, those close to the origins of the peace prize knew that Nobel would be fuming.

Because the decision to award Obama (who in his defence, had done nothing wrong) was not because he truly deserved it, but rather, for something else altogether:

“We want to send a signal to the world”  was the official response.

This signal by the panel of judges was to assure the rest of the world that the warmongering of the previous President (Bush) was not going to go unnoticed.

At this point, you might be wondering why I’m writing about the Nobel peace prize.

Well, that’s because this lesson has a universal application: 

Here’s why:

When Nobel established the Peace Prize in his will, he wanted the recipient to have acted out three core ideas:

1. The best work for fraternity between nations;
2. For the abolition and reduction of standing armies;
3. And for the holding and promotion of peace congresses.

He wanted the recipients of the peace prize to have demonstrated these values in their actions.

But at the time of Obama’s nomination, he had only been president for two weeks, hardly enough time to act out anything that Nobel held in the highest regard.

So instead, a decision was made against principle, and the Nobel Prizes have been a laughing stock ever since.

And that’s why it matters to you.

You can think of your business simply as a set of values that you act out.

Your business is the vehicle in which your values reach the market.

When those values are effectively communicated in your messaging and marketing…
When they resonate with your market’s own beliefs, values and worldview…
And when they are adhered to and held in high regard by your team…

You inevitably build a business that can endure…

Any economic situation…
Any global pandemic…
Or any AI tech invasion.

But when you don’t prioritise operating a business that accurately reflects the values of its leaders (for most of you, that will be you), you’ll build a business that leaves you with this gnawing sensation you can’t shake…

That something just ain’t right.

Continue down this path long enough, ignore the values you want to be acted out, and continue to make choices that are inconsistent with your own priorities…

And you’ll end up like the Nobel peace prize…

… Left holding the bag of a damaged reputation that not even the media takes that seriously anymore.

Now, for the part where I talk about my newsletter.

But before I do, I must warn:

This month’s Alley-Oop will not be for everyone.

Not everyone will think that defining your business philosophy, establishing your values, or declaring how you want your team to act is what is going to move the needle in your business forward.

Which I’d understand… I’ve been the first person to dismiss this stuff as corporate BS.

But before you decide that you’re in that category and dismiss it like I did, ask yourself this:

– Have you ever tried to step away from your business but got roped back in because you didn’t feel like the standard you set was being executed consistently, reliably, and repeatably?
– Have you ever listened to what your customers say about you and thought they missed the point?
– Have you ever felt like you’ve had to ride your team repeatedly for nothing much to change?

Or, has your business become something you could never have imagined it becoming if you had asked the version of you that’s a couple of years younger?

If the answer is yes to any of that (and it doesn’t have a yes to all of them), this could be one of the most important newsletters you have ever read…

And I have ever written…

Because one thing is for certain — nothing will make your business bleed more than a team that isn’t on the same page or a model that doesn’t do in practice what you want it to do in theory.

You can subscribe here:

– Karl Goodman

Don’t Stop Here

More To Read

The Good Man’s Paradox

I watched Equaliser 3 last night. It is every bit as good as its predecessors. There were many memorable moments, but one in particular struck

The Goodwill Economy

I have a prediction for 2024. And it’s a complete backflip from what I would have said just a few years ago if you’d asked

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.