Beyond X’s and O’s: Nick Nurse on Leadership, Culture, and Coaching Innovation
When we think of great coaches, it’s easy to imagine whiteboards filled with plays, tactical brilliance, and game-winning strategies. But in my conversation with Nick Nurse, the 2019 NBA Champion and Coach of the Year, I realized that coaching success has far less to do with X’s and O’s, and far more to do with leadership, communication, and culture.
Nick’s journey to the NBA wasn’t a straight line. Before leading the Toronto Raptors to a championship, he was working front-line jobs, coaching in small gyms across Europe, and collecting experiences that would eventually shape his entire approach to leadership. He didn’t even plan to be a coach; he actually started in accounting but somewhere along the way, he discovered his calling in experimentation, connection, and belief.
From Small Beginnings to Global Lessons
What fascinated me most about Nick’s story is how his international experiences shaped the way he leads today. Coaching in England and Belgium wasn’t glamorous, but it forced him to adapt not just tactically, but emotionally. Those years abroad exposed him to new languages, mindsets, and styles of play, and taught him how to communicate with players from vastly different backgrounds.
That cultural adaptability became one of his superpowers. It’s what allows him to connect deeply with his players, no matter where they come from or how they play. For Nick, great leadership starts with empathy, curiosity, and open-mindedness qualities that are just as critical off the court as they are on it.
The Power of Self-Learning and Curiosity
Before the age of YouTube and instant analytics, Nick was grinding through VHS tapes of Phil Jackson’s Chicago Bulls, studying the triangle offense and the psychology behind championship culture. He learned that coaching wasn’t just about strategy, it was about energy, belief, and creating an environment where players could thrive.
That level of self-learning really resonated with me. It’s the hunger to learn without waiting for permission the mindset that growth is something you chase, not something handed to you. Nick built his philosophy through observation, experimentation, and relentless curiosity. That’s a lesson every creative or leader can take away.
The Underdog Advantage
The Raptors have often been viewed as outsiders in the NBA conversation but Nick embraces that label. Instead of chasing external validation, he uses it as fuel. He told me that the underdog mentality allows the team to focus inward, build authentic chemistry, and stay grounded in their own identity.
That mindset is powerful. It’s about turning a lack of attention into an advantage using it to stay humble, motivated, and locked in on what really matters: performance, not publicity.
Belief, Energy, and Accountability: The Foundation of Great Teams
Nick shared his framework for building high-performing teams, and it’s beautifully simple:
Belief: Every player must believe in the mission and in themselves.
Energy: Everyone is responsible for the energy they bring. Positivity fuels success.
Accountability: Every action impacts the group, so ownership isn’t optional.
That framework doesn’t just build great basketball teams; it builds resilient organizations. Nick’s approach reminded me of what I often say to leaders: culture always eats strategy for breakfast. You can have all the plays in the world, but if your people don’t believe, it doesn’t matter.
85% of Coaching Is Psychology
When I asked about his coaching formula, Nick said that 85% of coaching is psychological understanding of people, building relationships, and managing emotions. The rest, just 15%, is tactics.
That blew me away. Because when you think about it, in elite environments whether it’s the NBA or a high-performing company the talent gap is small. The difference lies in connection, motivation, and mental preparation. Great leaders focus less on control and more on creating belief.
Adapting Through Crisis: Lessons from the NBA Bubble
During the pandemic, when the NBA entered the bubble, Nick’s leadership was tested in a completely new way. He told me that leadership during uncertainty means adjusting the sails, not fighting the storm.
Instead of dwelling on what they’d lost fans, routine, normal life he reframed the situation. He encouraged players to view the bubble as a time for rest, focus, and deeper connection. By controlling what he could and staying optimistic, Nick kept his team mentally strong in one of the toughest environments imaginable.
That’s something I’ve seen across industries: great leaders don’t deny uncertainty, they reframe it.
Experimentation Drives Innovation
Nick is known for his creative defensive systems constantly experimenting, testing, and refining. His philosophy is simple: innovation requires permission to fail.
He brings his players into the process, building trust and buy-in before trying new things. That balance between experimentation and fundamentals keeps the Raptors unpredictable and adaptable, a hallmark of any innovative organization.
It reminded me that experimentation isn’t about chaos. It’s about courage, the courage to try, learn, and evolve in public.
The Mind Game: Flow, Focus, and Mental Conditioning
Another powerful insight was Nick’s emphasis on mental preparation. Visualization, deep breathing, and mindfulness are now embedded in his team’s routine. He doesn’t treat them as soft skills, but as essential tools for achieving flow that state where instinct, confidence, and focus intersect.
It’s a modern, holistic approach to leadership, one that values emotional intelligence as much as execution. And in today’s world, that balance is everything.
The Power of Mentorship and Connection
Despite all his success, Nick remains deeply grounded. He still leans on former coaches and mentors for advice, perspective, and emotional support. It was such a refreshing reminder that leadership isn’t solitary, it thrives on community and shared wisdom.
Even at the top, you never stop learning. You never stop needing people who keep you grounded.
Final Thoughts
What struck me most about Nick Nurse wasn’t his tactical genius or championship pedigree, it was his humility, adaptability, and obsession with growth. He’s proof that true leadership goes beyond X’s and O’s.
It’s about building belief.
It’s about empowering others.
It’s about constantly reinventing yourself in a changing world.
Whether you’re leading a basketball team, a company, or a creative movement the same principles apply.
Stay curious. Stay human. And never stop experimenting.
Frequently Asked Questions
Q1. What is the difference between leadership and management?
Leadership is about inspiring people with vision and purpose, while management focuses on organizing tasks and processes. A great leader builds belief and culture; a great manager ensures execution. Both are vital for success, but leadership drives long-term growth.
Q2. How can leaders inspire innovation within their teams?
Leaders can inspire innovation by creating a safe space to experiment, fail, and learn. When people feel trusted, they’re more likely to share bold ideas. Encouraging curiosity and rewarding effort over perfection fuels continuous improvement.
Q3. What skills make a good coach or mentor?
A good coach listens deeply, communicates clearly, and adapts to each person’s needs. They guide through questions, not commands, helping others discover their strengths. Emotional intelligence and patience are the true superpowers of coaching.
Q4. How can teams stay motivated during tough times?
Motivation grows when leaders show empathy, communicate openly, and celebrate small wins. Reminding the team of its mission and focusing on controllable factors helps maintain energy and belief even when challenges seem overwhelming.
Q5. Why is adaptability an essential leadership trait today?
The world changes fast, markets, technology, and people’s needs evolve constantly. Adaptable leaders don’t resist change; they adjust quickly, learn continuously, and turn uncertainty into opportunity. Flexibility is the new competitive advantage.
Q6. How do great leaders balance empathy with accountability?
Great leaders care deeply about people but still hold them responsible for results. They listen, support, and guide while ensuring everyone stays committed to goals. That balance builds trust, respect, and long-term performance.
About the Author:
Shawn Kanungo is a globally recognized disruption strategist and keynote speaker who helps organizations adapt to change and leverage disruptive thinking. Named one of the "Best New Speakers" by the National Speakers Bureau, Shawn has spoken at some of the world's most innovative organizations, including IBM, Walmart, and 3M. His expertise in digital disruption strategies helps leaders navigate transformation and build resilience in an increasingly uncertain business environment.