Foreword

I believe that everyone alive in America that February night in 1980 knows where they were. To me, and many others, it was the most memorable sporting moment in history. The images from the Lake Placid arena are burned into our brains. The fact that this group of young U.S. Olympians beat the unbeatable Russians was world-changing. Add to that the fact that these American heroes had to face and beat Finland two days later for the gold medal, and the whole thing was astonishing.

The image that had the most impact on me was watching Jim Craig seek out his father in the stands with the American flag draped over him. It brought chills and tears—chills because in that moment my confidence in the future of the United States was restored, and tears because I felt for the Craig family, who had just lost a wife and mother. My faith in family and values was solidified as well. Because of that, I always had a great deal of respect for Jim Craig, never believing I would ever meet him to share my thoughts with him on a personal basis.

But a miracle happened, and I met Jim Craig in 2003 when he did an appearance for Dunkin’ Donuts where I was the CEO. I had heard he had grown into an inspiring and engaging speaker, and on that day he met expectations—and more.

What impressed me as well was that beyond fulfilling what was required of him, he was personable and provided a high level of individual attention to people at the event. As I got to know Jim better, I discovered that this warmth and caring quality was grounded and nurtured from growing up in a big, loving family. It confirmed what I had thought would be the character of the man. We became friends.

These character traits had been evident and strengthened the role he had performed as the goalie for the 1980 U.S. “Miracle on Ice” Olympic hockey team. Now I saw these traits demonstrated live. It was the close-knit and caring family paradigm that enabled the 1980 team—all the players and coaches recognizing that they were one family—to win gold at Lake Placid. You can’t be a world-beater without compassion and concern for the people around you. You have to care deeply, and deeply believe in what you are doing.

This notion motivated and guided Jim in hockey—and it is carried through in his business pursuits and in life today.

Jim not only did appearances for Dunkin’ Brands, but he also worked with us to develop profitable incentive and consumer promotions programs. As he does today in his keynote speaking and teamwork coaching, Jim approached each sales and marketing assignment as a separate challenge. He utilized precise elements of tactics and strategies, while staying true to the primary messages and values that are essential to a powerful and enduring brand. Jim is among the most talented and dedicated sales and marketing professionals with whom I have worked—and I have worked with many.

One of Jim’s strongest suits is that he pays attention to the details that are important to success. He doesn’t neglect the small stuff—and he sees the bigger picture as well. I suspect that may link back to his career in the net when he would have all the action on the ice in front of him—and he had to think many plays ahead to anticipate what could be coming his way.

I always relate to his strength of character, for that is what enables him to win in all arenas. Throughout my own career as a business leader, I have sought not only to build teams skilled in the Xs and Os of management, but also to select people with strong values who can role model these values to inspire others to succeed. Talent and intellectual horsepower get you in the game. When they are paired with honesty, humility, compassion, and passion, among other virtues, you win the game!

All of these qualities and virtues were necessary for Jim to play the role of the backbone, the final line of defense, for the 1980 U.S. Olympic hockey team—a group that demonstrated optimum teamwork and efficiency.

It is because Jim is made of such stalwart character that we became close friends. He is a devoted husband and father, and he has said many times, publicly and in writing, that in the final appraisal that is how he wants to be judged in terms of whether he was a winner.

Without question, his qualities as a person are pivotal to his success in motivating, teaching, and pulling greatness out of people and organizations, and to his overall success as an athlete and a businessman.

Typical of Jim, he is eager to give credit and thanks to all those who have helped him succeed. And I know he receives special gratification when he talks about his 1980 teammates and how they all worked together to, as Jim is fond of saying, “win the unwinnable and beat the unbeatable.”

I have learned a tremendous amount from my friend Jimmy—and I am a better person for knowing him.

Enjoy this book and take counsel of its lessons. It is a trove of smart advice and wisdom; all delivered by a great athlete, a great person, a great American—and a consummate winner.

—Jon “Jack” Luther
Chairman of the Board, Dunkin’ Brands