We like to think we want something new when actually what we want is something that works.
America won the inaugural Women’s World Cup in 1991, some 30 years ago. If you think that was slowing moving it was.
But not anymore.
Women’s football is the fastest-growing sport in Europe. What was hard to do, over the last 30 years, is no longer hard at all. Football clubs are experiencing unprecedented periods of growth.
To cross the chasm and become mainstream products and services need to earn trust.
Football has clearly gained the trust of parents. Kids need to be active and if kids are happy to play football 3 times a week, then it appears to be a win for both parties. It works.
What doesn’t work is that girls are no longer throwing and catching, hitting or striking a ball, or moving to music. instead, they are playing football 3 times a week.
Perhaps, it is time for Women’s football not to seek parity with the men’s game but to forge a new path, its own path, that builds on the trust it has to do things differently.