“On to Cincinnati” — The Art of Inspiring Improvement

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“On to Cincinnati” has become a catchphrase in Bill Belichick’s press conference career. After a brutal loss in 2014 to the Kansas City Chiefs on Monday Night Football, Belichick had to meet with the media for the Patriots’ upcoming game against the Bengals. Even though the Chiefs game was 48 hours old, the media didn’t want to let the game fade away. They sensed this was the end of an era—the fall of a once-dominant team now looking to limp back to the have-nots of the NFL.

For all the success Belichick and the Patriots had experienced, everyone in the media room wanted to discuss the end—except Belichick. So instead of answering their questions, Belichick used the phrase “On to Cincinnati” to move the conversation away from the Chiefs game and toward the upcoming opponent. With each Chiefs question, Belichick fired back his now-famous phrase.

What we have learned since the press conference was that Belichick was telling his team not to look back—to forge ahead and work on improving. In his new book, The Art of Winning, he breaks down how to inspire improvement. Belichick understands that stressing improvement was one of the cornerstones of the Patriot Way. He also understands that inspiring improvement must come before the actual improvement.

Each day, as leaders, we are searching for ways to improve—improvement from our teams to ourselves. We tell the people we lead to improve. We strive for a better routine, a better process, a more effective way to do our job. Improvement is the catchword we use to push those we lead. Yet few books are written about how we as leaders can inspire improvement—until now.

In The Art of Winning, he explains how the catchphrase “On to Cincinnati” gave all his players and staff a clear understanding of the challenges that await the team—and how dwelling on past mistakes isn’t helpful. Belichick wasn’t looking for who did what, or who busted an assignment, or created a penalty. He wanted accountability and ownership for improvement. He wanted complete focus on preparation and no one wasting time.

Inspiring improvement starts with a clear and consistent message. As Belichick demonstrated with his “On to Cincinnati” mantra, leaders need to communicate a focused vision that directs attention away from setbacks and toward actionable goals. Improvement thrives on clarity. When individuals understand what is expected and why it matters, they can channel their energy into productive efforts rather than dwelling on past failures.

Another critical element in inspiring improvement is fostering a culture of accountability. Belichick’s approach was not about finger-pointing but about ownership. When leaders encourage their team members to take responsibility for their roles and decisions, it empowers individuals to see themselves as integral to the success of the group. Ownership breeds a mindset of growth and personal investment—both of which are crucial for sustained improvement.

Equally important is creating an environment that values preparation over perfection. Improvement doesn’t happen overnight. As Belichick emphasized, the focus must be on preparation—laying the groundwork for progress through diligent practice, thoughtful planning, and a commitment to learning. Leaders can inspire confidence by celebrating small wins, emphasizing the process, and demonstrating that mistakes are opportunities for growth—not reasons for reprimand.

Finally, leaders must embody the change they wish to see. Inspiration is contagious, and when leaders model the behaviors, attitudes, and work ethic they expect of their teams, it sets a tone that others are likely to follow. Belichick’s relentless focus on moving forward—not looking back—was a signal to his team that he, too, was committed to the journey of improvement. No excuses. No distractions.

Inspiring improvement is as much about mindset as it is about strategy. It requires patience, perseverance, and, above all, a belief in the potential for progress. When leaders inspire through words and actions, they can turn even the most discouraging setbacks into stepping stones for greatness.

Belichick’s book, available now, is full of great teaching tools to help any leader, teacher, or coach.

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