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Without question, UFC welterweight contender Rory MacDonald is the crown jewel of all free agent fighters currently eyeing new opportunities and paydays in the MMA landscape in 2016. At just 26 years of age, MacDonald is a battle hardened superstar still entering his prime and could be the missing piece Bellator MMA needs to claw its way one step closer to equal promotional footing with its behemoth UFC rival one day.
While Bellator has been making great strides under CEO Scott Coker in recent months with the acquisition of fighters like Benson Henderson, Wanderlei Silva, Matt Mitrione, and Sergei Kharitonov among others, Rory MacDonald is the only free agent on the right side of thirty who holds the potential to act as a catalyst to blow the doors off of the UFC’s death clutch on fighter talent and propel the Viacom owned promotion to the next level.
The fact that the UFC even let this situation with MacDonald spiral to this point is a testament to the fact the organization is not a “needle mover” when it comes to positive organizational culture, executive leadership, or the best interest of fighters. These are facts about the promotion we have all known for years, and it’s clear the seeds of resentment are continuing to be sown in the next generation of UFC fighters, much like the generation of fighters that proceeded them. While the UFC is quick to boast about WHAT they do and the premium nature of their MMA product, they consistently fail to communicate their sense of WHY they do it. Moreover, through manipulative tactics, the UFC’s interaction with its stable of fighters leads to transactions, not loyalty.
As best-selling author Simon Sinek tells us: “People don’t buy WHAT you do, they buy WHY you do it.” WHY is at the centerpiece of all we do as humans. It is the framework upon which organizations are built, seeds of inspiration are sown, and at the heart of movements to be led, to include the exodus of UFC fighters leaving the promotion to test the waters of free agency.
Part of the reason, Bellator has a legitimate shot at MacDonald is rooted in biology and the part of our brain known as the “limbic brain”, responsible for our feelings, decision making, and behavior. As humans, we feel the need to belong, and it’s a feeling we get when those around us share the same values and beliefs. It’s the same reason when a company communicates their WHY that we as humans are inclined to include those products in our lives as they become markers and symbols of values and beliefs we ascribe to. Those brands we endorse and display represent a sense of belonging and kinship with others who also buy the same things.
LINK to full article: Biology says Bellator has a legitimate shot at signing UFC’s Rory MacDonald