Watching Shedeur Sanders drop unexpectedly in the NFL Draft was more than just a sports moment; it was also a masterclass in communication, character, branding and strategy.

As a sports fan, I watched the saga unfold with both fascination and heartbreak. But as a communications strategist, I saw lessons to be learned. 

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Here are my top 5 takeaways:

1. Control Your Narrative.
Whether we like it or not, perception is reality. I often tell clients that if you don’t tell your story, someone else will, and they may not get it right. Be intentional about how you show up online and in real life. Shedeur is a popular influencer, but the chains, rap songs and bravado may have rubbed some NFL scouts the wrong way. As my grandmother used to say, sometimes less is more. Also, reports indicated that Shedeur didn’t hire an agent to help him navigate the draft process, and that may have hampered his ability to control his own narrative.

2. Keep Calm and Carry On.
Despite dropping to the 5th round in the draft and being the target of prank calls, character attacks and conspiracy theories, Shedeur remained calm. His response to a prank call from the son of Jeff Ulbrich, the Atlanta Falcons defensive coordinator, was priceless. He didn’t “crash out” (as my children say) and even accepted an apology from the prankster – which says a lot.  It’s a reminder that even when things don’t go your way, choose grace. Shedeur stayed cool under intense pressure, and that’s a flex worth studying. How you carry yourself—especially in tough moments—speaks louder than anything on your résumé.

3. Success Is Not Linear.
Success is rarely a straight line to the top, but we often expect it to be. The path marked with detours, pivots, plot twists and pain. And, the truth is, what feels like a setback may actually be a setup for something greater. Recall the similar saga of Tom Brady, who wasn’t selected until the sixth round in the 2000 NFL Draft. Yet, he went on to become the most decorated quarterback in league history, with seven Super Bowl wins over 23 seasons. What looks like a setback could be just the beginning for Shedeur. Plus, America loves a comeback story.

4. Talent is Not Enough.
While some said Shedeur was a 1st-round talent, others were skeptical, and his tape showed flaws in his mechanics. That said, some of the most talented people never reach the top because intangible factors often influence success and opportunities. There were reports that Shedeur’s NFL interviews may not have gone well, with anonymous sources claiming he came across as unprofessional and entitled, and that he may have intentionally bombed some interviews with teams he didn’t want to play for.  I’m not saying it’s fair, but people want to work with people they trust and like, and relationships can open doors that talent alone cannot. Talent is only one part of the equation – in sports, in business and in life.

5. Choose Joy.
After the Cleveland Browns finally selected Shedeur with the 144th pick, it was refreshing to see him and his family celebrate, cheer, laugh and choose joy. It was a moment that went viral. I don’t know that I would have pulled it off so well, but seeing Shedeur choose joy in that situation reminded me that I still have work to do.

I know I’m just scratching the surface here, because there’s so much to learn from Shedeur’s draft experience. His journey in the NFL is far from over, and we’ll all be watching. As a mother of two boys, I’m cheering for him, and I’m grateful for the lessons we can all learn from his experience.

Are there other lessons? Let me know what I missed in the comments below.

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