Lionel Messi, arguably the greatest soccer player of his generation and the modern era, was almost too old for this World Cup.

At 39, on paper, he shouldn’t have been there.

The average player was 28 years old.

Argentina, without Messi was 26 years old, on average.

So think about productivity, think about efficiency, and think in every other medium you think about stuff like “What are we keeping this guy around for” and wonder with me about this puzzle.

Think about work. Think about any team you’re a part of. Think about the people you wish weren’t there or might do anything even the tiniest bit better.

Then think of Messi.

You want the goals. You want the assists. You want the moments.

And Messi is a man of moments.

I get it. If he was from the U.S., I’d want him there. He proved his worth this tournament for Argentina, multiple times over.

But the way he did it is profound. Almost profane. Like, it shouldn’t work out this way, but this is also why he’s the GOAT.

Probably because I feel old even looking at him, and I’m older than him.

The stats that blew my mind were for his efficiency in energy expended.

Because if you’re old you’re tired and at 39, he’s gotta be tired, right?

Messi walked about 2/3rds of every game.

Messi stood about 1/4th of every game.

And, Messi ran the remaining 12-ish% of every game.

And the things he did within that 12ish%….

It’s all about impact.

It’s all about conserving energy for impact, and building systems around it - like the Argentinians did - to get the most out of that impact per energy expended.

Where they put him on the pitch, who they put near him, how they let him move - it was all part of a plan to make sure he could be there.

I don’t know exactly how I’ll take this metaphor to work with me, but I do know this World Cup has gotten me thinking more strategically about efficiency and impact than any business book or podcast I’ve consumed in a long, long time.

I’m no Messi, but there are 12% moments I need to be far more aware of.

Just like there’s times I can walk or even stand.

But when and where I can make a difference, it’s all about having the energy ready for those moments.