A letter from Joe: What we do know

The Super Bowl is a moment that brings people together, sparks debate, and reminds us why we love the sport. Whether you’re in it for the competition, the halftime show, or just the snacks, there’s something about it that makes us reflect on leadership, strategy, and the bold moves that define success.

For football fans, this season has also been full of big shifts, from unexpected upsets to game-changing decisions. One of those decisions that’s been top of mind for me is the Chicago Bears’ hire for head coach: Ben Johnson from the Detroit Lions.

While his experience no doubt qualifies him for the job and I’m eager to see what’s in store, as a Bears fan and a Chicagoan, I will always be a tad pessimistic. What can I say? A lifetime of tough football seasons does that to a person.

But, a video of Ben addressing his new Bears organization team members changed my tune. The new head coach confidently walked into Halas Hall to a cheering crowd. With his family beside him, he goes on to say:

This struck me because there’s a lot he must not know – about the organization, about the players, about the city itself. Everyone knows the challenges before him, especially the people of Chicago. And yet, he’s confident, grounded in a simple truth: Everything revolves around the locker room. His perspective is humble, recognizing that while there’s much he doesn’t know, there’s still a lot he does know – and that counts for something.

“We don’t know what we don’t know.” It’s a humbling admission, one that reminds us how the world is constantly changing – businesses evolve, technology advances, and human connection takes new forms.

I find Ben’s attitude toward uncertainty inspiring. Instead of leaning on the “what-ifs” and potential pitfalls to design the outcome, let’s see this as a liberating truth. Let’s decide to embrace optimism and bold thinking. Because, while it’s impossible to know everything, there’s still a lot we do know:

We know that creating change, however small, takes boldness.

We know that action is better than inaction.

We know that meeting the needs of real people is how true connection happens.

We know that measuring success means thinking about how we fit into the whole.

And, most of all, we know that when we operate as a team, we’re in this together.

Especially in times of uncertainty, let’s focus on a liberating truth: we do know what we do know.

Do we have all the answers? No, and we never will. But that’s the beauty of this work. It’s a journey of curiosity and discovery, guided by what we do know: the principles and values that shape who we are.

Looking ahead, I’m excited about the opportunities and growth that we’ll discover in 2025. Let’s continue to support each other, embrace new challenges, strive for excellence in everything we do, and, of course, have some fun.

Thank you for being part of this journey with us. Together, let’s lean into the unknown while staying grounded in the truths that bring us closer to the future we’re building — one step, one strategy, one hire at a time.

In the words of Ben Johnson, it’s going to be a challenge. I’m well aware of that. And this is exactly where I want to be.

P.S., Da Bears.

In partnership and gratitude,
Joe Shaker Jr.
President & CEO, Shaker Recruitment Marketing