I loved to play basketball when I was younger. Although in full transparency, I wasn’t very good at it. My size and skill earned me the nickname “handicap,” but I still enjoyed playing. Some of my fondest memories growing up centered around playing pick-up basketball at the Genova house—games like 2 on 2, elimination, and 21 were summer vacation standbys when the sun was out, the days were long, and the cicadas were loud.

But I have come to realize I do not like the game of basketball very much anymore. At 6’4″ tall, I am sure I would be a rebound threat, but now I find the game boring. My life in advertising constantly has me thinking about how strategy can help the brand of my clients. How can strategy lead to sound creative executions that alter perceptions and the game of basketball? Well, it’s flawed in its strategy. Now, I am not talking about the game itself. Certainly, there is plenty of strategy that is executed throughout the course of a game. The coach draws up the plays, the point guard executes, picks are set, shots are made, and the defense adjusts. What I am talking about is the fundamental strategy of the game.

Scoring is expected and guaranteed.

For instance, the other major sports of baseball, football, hockey, and soccer all follow a different strategy. Scoring while expected is certainly not a guarantee. One spring evening while living in Atlanta, I saw Greg Maddux of the Atlanta Braves masterfully pitch 8 scoreless innings en route to 1-0 Braves win versus the rival New York Mets. The Braves scored in the third, and the crowd erupted in a celebration that shook the foundation of Turner Field.

That’s excitement.

In football, I’d much rather see a high-scoring game, but I live in upstate NY, and this is Buffalo Bills country, where scoring is certainly not a guarantee. But when the Bills do score, the freezing fans at New Era Field rise to their feet and cheer as one.

Playoff NHL hockey or World Cup soccer fans understand this. When the athletes score, there’s a massive celebration. The fans jump, raise their hands, and hug. The athletes jump, raise their hands, and hug. Again, while they are expected to score, it’s certainly not a guarantee.

Basketball’s one exception is March Madness. College Basketball, with some minor exceptions in rule differences, is essentially the same as the NBA. However, the NCAA tournament is structured win or go home. There is tension in every game. Upsets are made, Cinderellas are born, and rivalries are renewed. Every possession could mean the difference between advancing to the next round or boarding a plane back home. Just ask the 16-seed University of Maryland, Baltimore County’s historic win over the number-one-seed Virginia. After the NCAA crowns its National Champion, April comes, and it’s back to boring ‘ol NBA basketball.

I used to enjoy playing basketball when I was younger, and looking back on it now, I understand why…making baskets for me was expected but never a guarantee.