The Carolina Way: Play Hard. Play Smart. Play Together. Coach Dean Smith coined this simple phrase to help his talented basketball players stay focused as they competed on Tobacco Road and beyond. The words helped to shape and build a dynasty of respect and trophies. Over the years, the moniker has been so misappropriated and misunderstood by the fan base that it has taken on a new meaning. Today, the University of North Carolina Tar Heel men’s basketball empire often tastes of arrogance, exclusion, extraordinary pressure, and unbeatable standards. And that version of the Carolina Way has seemingly grown into an uncontrollable monster that has eaten its own young. Goodbye, Coach Hubert Davis.
I first noticed the extreme level of expectations for the men’s basketball program in my first year as a UNC professor in 2007. It did not take me long to converse with students, staff, and colleagues about what I was observing among people who absolutely adored the team. It felt strange to see elderly people fawn over meeting a player who, not too long ago, was experiencing first milestones like growing chest hair or driving a car without a parent in the front seat. Those innocent moments of glee could instantly turn into rabid hatred for opponents or anyone who dared to criticize a player’s decision on the court. Tar Heel fans are very loyal, especially when it comes to protecting the Carolina Way. Just as fast as they can cheer on their team, they can turn on their own or any outsiders (defined by whom?) they deem to have stepped outside the lines. Coach Hubert Davis did just that. How?
UNC men’s basketball is not about winning. UNC men’s basketball is about winning championships.
So, as a new era begins for Carolina hoops, I, as a member of the Carolina family, share lessons that offer perspective and caution.
The tradition of the “University of National Championships” has great meaning moving forward, but don’t count on it to save the basketball program. Research states that the prevalence of reported cognitive disability in adults rose from 5.3% to 7.4% between 2013 and 2023, with a concerning surge among adults under 40 (Centers for Disease Control, June 2024). Yes, we are experiencing more memory loss, and recalling the many spectacular highlights, All-Americans, and All-ACC players is futile. Regardless of the intimidating number of banners hanging from the Smith Center rafters representing national, conference, and player accomplishments, no one plays the game looking up. You play against the jersey in front of you, and the bright lights of Ford, Jordan, Hansbrough, Stackhouse, and Worthy have dimmed on the big stage. This NIL/transfer portal period is truly a time of “what have you done for me lately?”
I believe many Carolina fans expect the team to compete for ACC titles every year. The program should make a run at a Final Four and a national championship at least every three years. Those expectations must cease. This bizarre demand might make a bit of sense if there weren’t a similar expectation that players maintain a GPA of 3.2+, be engaged students who want non-athlete friendships, pursue majors aligned with their passions beyond athletics, and participate in service projects such as visiting the Children’s Hospital. The math is not mathing. Something has (and will) must give. Have high standards for the program, but not unrealistic ones.
Programs must make a tough decision: recruit and attract athletes because of the money you can offer through NIL or build a culture of holistic development. It is very difficult to do both simultaneously at a public university. You cannot hide your hands (i.e., your budgetary line items and distributions) at a state institution that requires transparency. Programs now require an immediate infusion of dollars to acquire players. The alternative requires money and time to hire high-character staff who can implement non-basketball leadership development. Expecting coaches who teach X’s and O’s to also manage leadership, mental health, and career development is unfair to athletes. The desire by some coaches to control every aspect of an athlete’s life is disturbing and ineffective. It breeds distrust and does not prepare athletes for the real world. Over the past few years, one can see how UNC has struggled in football and basketball operations while trying to transition from a culture of care to an economic fulfillment model.
Having an icon as the face of a program is both a blessing and a burden. UNC does not own the Michael Jordan narrative or brand anymore. Jordan Brand is now present across many powerhouse programs. Unless MJ begins making regular appearances at games and speaks more frequently about his UNC experience, Carolina cannot rely on nostalgia to attract players and families. And remember, the Smith Center is not the same court Jordan played on; Carmichael Arena hosted his collegiate career.
Hall of Fame coach John Calipari made a powerful comment after beating High Point University during March Madness: “Administrations win championships and coaches win games.” I wholeheartedly agree. Good coaches become great with full institutional support. How much does university leadership do to remove barriers and minimize distractions? In other words, how badly do administrators want it? Are they willing to turn the institution into a sports machine with limited concern for academic success? That is eligibility-only advising. Are there hires that cater specifically to basketball? University values—and how they are upheld—play a critical role in program success.
Words matter. Respecting the media matters. I am often surprised at how coaches miss opportunities to build relationships with journalists, parents, advisors, and athletes during press interactions. These moments are opportunities to demonstrate professionalism, shape narratives, and elevate the program’s brand. Perhaps due to a lack of media training, many fail to use these opportunities effectively. Sadly, Coach Hubert Davis never fully recovered from his introductory press conference and made critical missteps in his final one. His comment, “…but I’m also proud that my wife is White,” raised questions, and his post-VCU remark—“cuz that was my decision”—ultimately sealed his fate.
Branding is everything. Marketing creates awareness and shapes perception. Some programs “clean their plate,” while others “play with their food.” Duke has cleaned its plate and is preparing the next meal. Their brand is exciting, visible, and cohesive. Their players are recognizable, their identity is strong, and Cameron Indoor Stadium is a bucket-list experience. One might assume Duke has won even more national championships based on marketing alone. Meanwhile, others rely on outdated or inconsistent strategies. The UNC-Duke rivalry amplifies this contrast. Duke understands perception—and perception drives success. (Having a former Nike marketing executive certainly helps.) The very virtues that created the Carolina Way have been elevated into a sleek and attractive marketing campaign in Durham! Everyone wants to join the Brotherhood—unless you are a Tar Heel.
In business and life, there comes a time when one realizes they may have a voice but not a vote. Votes are backed by financial commitment or leverage. Public discourse is entertaining and fills space, but opinions without investment carry no weight. You give, you get.
The Tar Heel nation created a monster—and now it is out of control. Phrases like “the sky is always blue” reinforce unrealistic expectations. The pressures of sports betting, donor demands, and media scrutiny have pushed college basketball into semi-professional status. Add the cost of maintaining elite state-of-the art facilities, and the question becomes: who will continue to fund this entertainment? Perhaps it is time (again) to reconsider the relationship between major athletics and its host: higher education.
Let’s be considerate and free our friends. Is anything more important than health? Coach Davis aged significantly over five years. You saw it. I saw it. Did he deserve the criticism? “Heavy is the head that wears the crown.” While painful, his departure may ultimately benefit his well-being.
So, where does UNC go from here? There is turmoil nationally in the White House, statewide in the General Assembly, and within “Blue Heaven.” The dismissals of Mack Brown (2024) and Hubert Davis have raised questions about loyalty, power, and priorities. Healing will take time. Leadership must provide:
comfort for those who feel betrayed, clarity for those stepping forward, and context for those joining without historical ties.It is also worth recalling Coach Davis’s words from his first press conference: “You can’t do this job unless you are a Carolina guy. It’s impossible…you’ve experienced it, you have lived it.” Is this the moment to bury the Carolina Way—or reset it to its original intent to avoid distraction? Time will tell.
(featured image via Todd Melet)
“Never Too Far” contains perspectives and insights from an inquisitive and engaged Orange County transplant from Philly. Deborah Stroman is an entrepreneur and UNC leadership professor who has seen too much and not enough, and thus continues to question and explore the thoughts and actions of humankind.
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