Relevance Realization, Goals, and Slapping Glutes

What’s the goal, and what matters most in achieving it? Whether you're leading a business or pushing a bobsled, these two questions are crucial for peak performance. But how do we know what to prioritize?

This is where a concept called relevance realization comes into play—a concept coined by Dr. John Vervaeke from the University of Toronto. It’s the brain’s ability to filter information, identify what’s truly important, and focus on it with precision. In bobsledding, for example, success depends not on every detail, but on recognizing the key decisions and actions that make the difference between a podium finish and falling behind. Dive in more with him on this Deconstructing Yourself podcast.

In the following steps, I’ll show how this approach guided me and my team through a typical bobsled training day, and how the same process can be applied to leadership and business. 

We’ll start with goal-setting, move through preparation, and finish with execution and results. Whether I’m leading a team or working with a client, asking ourselves what is the most important action or area to focus on in each of these pieces of the process is a never-fail start to working on one’s skill of relevance realization.

Defining the Goal and Preparing with Precision

A successful training day for our bobsled team began long before we hit the ice—it started the night before. During team meetings, coach Brian Shimer would share the schedule and lineup. From there, I’d mentally calculate the key details. Knowing this, Shimer would inevitably ask, “Mes, what time do we need to leave tomorrow?” I’d ask, “Who’s ahead of us?” Then, based on the number of sleds, I’d work backwards—estimating when we needed to be at the line, move the sled, warm up, and leave the hotel. Every detail had a purpose, but only some were critical. That’s relevance realization—focusing on what truly matters to achieve the goal of pushing fast while staying healthy.

The morning of the run was no different. The goal was clear: be physically and mentally ready to perform. Our warm-up wasn’t about doing everything, it was about targeting the muscles we needed: glutes, quads, hamstrings, and core. Every movement had a purpose, designed to prime the muscles we’d rely on for the push. Sometimes, that meant doing things that seemed odd, like having our chiropractor, Dr. Jason Ross, physically slap my glutes—which were always an issue— to ensure they were firing properly. But that’s what relevance realization is all about—focusing on what makes the biggest impact, no matter how unconventional it seems.

(Disclaimer: Do not slap anyone’s glutes!)

For leaders, this process applies just as much. Planning isn’t just about setting a goal—it’s about working backwards to identify key milestones, focusing on the actions that matter most, and preparing your team with intention. Involving your team in these steps builds trust and develops their skills. I’ve applied this in my own leadership, like when I prepped my Classroom Champions team for a big NHL pitch by arranging a practice run with NFL executives. That high-pressure rehearsal was the most relevant preparation for success.

The Push: Timing, Synchronization, and Execution

When it was time to push the sled, every detail we had focused on had to come together. But the push wasn’t just about strength—it was about timing and synchronization. Justin Olsen and I had to hit the sled at the exact same moment to generate maximum power. A mistimed push meant losing momentum and falling behind.

This is where relevance realization became crucial. In the moments before the push, we couldn’t focus on everything—there were too many details. Instead, we honed in on one key element: timing. We drilled our cadence over and over, practicing in sync as Curt, our brakeman, called out: “Back, set, front, ready!” We hit the sled together, unleashing our power in perfect unison.

For leaders, execution is about the same thing: timing, communication, and coordination. Even the best strategy will fail if your team isn’t aligned. Relevance realization means focusing on the most important factors at the critical moment to ensure success. Asking your team what they believe is the single most important factor in this phase can be incredibly insightful - for the leader and the team members.

The Load and Results: Coordination, Precision, and Velocity

After the push came the load—when we jumped into the sled. Timing was everything; if one of us mistimed, it could ruin our aerodynamics or even cause injury. Each of us, from Steve Holcomb as the driver to Curt as the brakeman, had to move in perfect sync. Through constant testing and refinement, we perfected this process, eventually setting a new standard that others adopted - watch it, here.

When we nailed the load, it gave us what we needed most: velocity. Our precision and timing allowed us to accelerate faster than our competitors. At the 2010 Olympics, this speed advantage was key to our dominance. Our average start velocity was 67.2 km/h, creating a 0.5 km/h gap over the silver medal German team. To put it in perspective, the gap between the third and sixth place teams was only 0.3 km/h. Our lead at the start was a commanding advantage that set us apart.

In business, teamwork and coordination are equally critical. Every team member needs to understand their role and execute at the right time, just as we did in the sled. By focusing on the most relevant actions, teams can maintain momentum and accelerate toward success. When individuals identify their own priorities and align them with the team, that’s when real progress happens.

Conclusion: Focus on What Matters Most

Success in both bobsledding and leadership comes down to relevance realization—understanding what matters most and focusing on those critical details. From the night-before planning to the timing of departure from a hotel to the precision of the push and the synchronization of the load, every part of our process was tested and designed to achieve the goal: get the sled moving as fast as possible.

For leaders, the lesson is clear: it’s not about trying to do everything—it’s about focusing on the right things and realizined that that takes time, trial and error, collaboration, and measurement. By identifying the key details and timing, prioritizing them, and ensuring your team is aligned and prepared further in advance than they may think they should be or want to be, you can drive success and build momentum that carries you forward. Whether you’re leading a bobsled team or a business, relevance realization is the key to unlocking your potential and achieving your goals.

- Steve