For brevity’s sake this post was initially published in two separate parts, I’ve combined both pieces in an effort to consolidate all the content in one place. - Matt

“Oh, rugby. What a game. It’s like American football and sumo wrestling gave birth to a baby with huge muscular thighs all caked in mud.” - Ted Lasso

When I started The Second Row, I intentionally kept the inspiration behind the name of the company to myself, mainly because I liked telling the story to people who know me very well or who are just meeting me for the first time. To make the connection between the agency’s strategic capabilities and the unique characteristics that make me love the game of rugby so much, this post explains the vision and intention behind The Second Row name.  

 NOTE: I’ve used ChatGPT, the innovative and controversial Artificial Intelligence chatbot, to help me define the rugby terms below. As the human touch is still important, I’ve edited the passages below.

The Origin

Originating in England in the 19th century, rugby is played with an oval-shaped ball and involves two teams of 15 players each. Known for its physicality, with players engaging in tackles, scrums, and mauls to gain possession of the ball. Points can be scored by touching the ball down on the opponents' goal line (a try) or kicking the ball over the crossbar and between the uprights (a field goal or drop goal). Source: ChatGPT

During my freshman year at the University of Rochester, I accepted the invitation of a hallmate to try rugby. I took to the game immediately. I had played a bit of football in high school, but I didn’t love the culture of the sport and stopped playing early on, but for me, rugby was totally different.

Because the game is so physically tough, played without pads and in any weather condition, it creates a natural camaraderie between teammates, as well as opponents. At the time, this was exactly the combination of social connection and physical collaboration that I had been seeking for a long time. When I transferred to Boston College for my sophomore year, I immediately joined the rugby team, and that group became the base for what was an extremely happy and productive time in my life.

 The Position

In rugby, the Second Row position are filled by two players who are commonly referred to as locks or the Second Row. These players are typically tall and strong, and they play a key role in the team’s set pieces, such as lineouts and scrums. Source: ChatGPT

I am 6-foot-3 and back in college (a long time ago…) I was ‘about’ 225 pounds - a natural fit physically to play the Second Row, but my size wasn’t really what drew me to the role. While it’s not the ‘glory position,’ the Second Row is the engine room of any good team. When I was doing my job well, I was part of the foundation for my teammates, and myself from time-to-time, to create and execute an effective offense, while simultaneously playing tough, reliable defense. Those who play the Second Row are able enjoy a very specific brand of pride and joy when their team is successful and are likewise fully ready to take full responsibility for both their own mistakes as well as teamwide shortcomings.

"The whole point of rugby is that it is, first and foremost, a state of mind, a spirit." - Jean Pierre Rives, International Rugby Player, France

Anyone who has done marketing communications knows that it can be a somewhat thankless role – we are the people standing behind the people who get the headlines. But we take as much pride in a job well done as anyone else, and understand that we only look our best when the entire team does. The best marcom professionals truly embrace the value of being on the Second Row.

 The Teammate

During a lineout, the Second Row is responsible for lifting one or more players into the air to catch the ball thrown in from out of bounds. They also play a crucial role in securing possession of the ball during scrums, which are contested restarts of play after a minor infraction. Source: ChatGPT

Inside the scrum, the Second Row are bound together, slotted behind the front row, which includes two props and a hooker (which is a whole other blog post). The role of the Second Row is to be the ‘engine’ of the scrum. pushing forward, or holding our position against the opposition. The Second Row is at the center of the bound 8 person unit, central to the success of the overall engagement.

This is exactly how I see my best self in any team or project. I love to connect with people via stories and content that personally and professionally excite them. Per my recent post ‘Expanding The Intention of The Second Row in 2023: Developing Relationships and Staying Curious,’ I have always found joy, inspiration and fun in collaborating on an effort to set, achieve and exceed a common set of goals. It doesn’t matter what kind of situation is before me, when I arrive on the scene I’m always ready to dive in, reset the strategy and execute our plan.

Examples of some recent wins in the scrum:

• Led the total rebrand and new website of Active & Connected Family Therapy (formally known as Virginia Family Therapy), a tremendous project in the mental health and wellness space that I’ve been focused on of late, per this post from last year Intentionally Relaunching The Second Row

• Launched Move: a blog by Arity, highlighted by this great post comparing the use of data by the NFL and the insurance industry, which lead to this placement in an impactful trade outlet

 The Individual

In open play, the Second Row is expected to be involved in tackling, carrying the ball forward, and supporting their teammates in rucks and mauls. Source: ChatGPT

One of the coolest parts of rugby is that every player can and does touch the ball and your position can change on the fly. It takes a unique set of skills to perform the tasks required in the scrum and line-out and then carry the ball forward, especially given that there’s no blocking in rugby. It’s akin to simultaneously performing the tasks of an offensive and defensive lineman and seconds later needing to run like a wide receiver or try to take down a running back.

In the open field – selectively seeking and strategically choosing the right opportunities, while finding unique ways to break through and impactfully contribute – that’s what The Second Row specializes in:

• Need to create a brand marketing strategy from conception to execution? I’ve got you.

• Wish someone could transform a complicated, opaque collection of data and research into an easy-to-understand blog post? You’ll have it tomorrow.

• Want a second, expert set of eyes to look at your presentation for typos and grammar? Give me an hour.

• Need an honest assessment and recommendation on whether you should continue, reset or end your agency relationship? I’m here to give it to you straight.

I’m a certified triage expert – bringing a quick, selfless focus on what’s needed for success in both the now and the future. No matter what’s needed, The Second Row can diagnose and form a plan for what’s needed strategically and tactically, both in the short and long-term.

Examples running the ball in for a try (aka a touchdown):

• Secured this Boston Globe feature, dramatically increasing MathWorks’ Boston- area profile

• Created the theme of T1D Exchange’s annual meeting: The Village

Evolving with Intention

As the game has evolved, the Second Row has become more complex and demanding, they are expected to be more mobile and athletic, and contribute more to the team’s attacking and defensive play. Overall, the Second Row position is a physically demanding and highly strategic role that requires a combination of strength, athleticism, and tactical awareness. Source: ChatGPT

I’m a highly attuned listener to key stakeholders and influencers, at all levels, inside and outside the organization. I fully admit that I’m inclined, and often enjoy, questioning the status quo and thankfully, that’s often what I’m hired for. With the launch of The Second Row 2.0, I intend to play out the second half of my career especially hard. To do so, I’m staying current with the latest innovations in my field, keeping fit so that I can stay sharp and recognize how the modern game is evolving and how I can best put my unique set of skills to use. 

Please reach out to chat more at matt@thesecondrow.net or 617.699.7205 about how my work and rugby aligns and I’ll tell about my infamous nickname, there is a clue in this NYT story, Meathead of ‘Ted Lasso’ Wanted to Play Rugby