In the world of marketing, before a company will put a product on the market, they find out what their consumers are thinking and then shape their entire marketing program around that information. And athletic teams are no different. Before a season starts, coaches need to have feedback and know what their players are thinking. But very often, the players won’t be honest with their coaches because they fear the consequences of their honesty. That’s why an independent group facilitator is so important. And why team meetings are so important. A single player can have a devastating effect on the performance of an entire team if he or she is withholding; that is, keeping his or her feelings bottled up. This withholding process creates baggage that affects focus and performance. For example, a three-point shooter in basketball who normally hits 50% of his or her 3-point shots but in a particular game hits only 20%. And every shot missed represents a potential four or six point differential: the shot missed combined with a shot made by the opposing team. And it is only later that the coach finds out the player was having a problem with a “significant other.” Or a financial problem. Or a family problem. Successful coaches understand the importance of ongoing team feedback throughout an entire season in order to help athletes with their personal problems.