CHRIS COOK, a Northumbria University graduate and a member of the recordbreaking British swimming team at last year’s Olympics, recently spoke at the university’s sports dinner.

The address was short. Chris wanted to share some of the key lessons he had learnt during his competitive career, in the hope that they may be of use to students in sport or in business.

Now, I’m not a great fan of the Olympics.

The national obsession once every four years with five-a-side knitting or underwater judo just because there’s a South African competing for us whose mother lived in Peckham as a teenager is a bit much to take, particularly when these sports are roundly ignored by the general public for the following four years until the next Olympiad approaches.

I couldn’t help let out a gentle sigh as Chris set out his stall. This was especially so when he introduced his first lesson.

“You’ve got to have a dream” he said, “and you’ve got to hold on to it.”

But I was wrong.

Not only were the lessons he highlighted of direct application to the numerous young sportsmen and women in the hall, they were of equal relevance to their peers who are in the process of trying to start a career, or go into business for themselves.

The one that interested me most from a personal perspective was this: Never compromise on quality.

Chris suggested that, at present, it’s easy to find excuses – absence of facilities, no budget, no time.

A champion may rationalise his or her choices but he/she never compromises on quality. In other words, if you can’t afford what you want, work out what you need and prioritise that. It’s something that start-up businesses face on a daily basis.

It’s also a lesson that many in professional and business support services would do well to heed.

When we focus on what we need to be successful in our businesses, particularly when times are hard, we take our eye off the ball. We do what’s best for us, not what’s best for the client.

The results are a less than excellent service delivered, an unsatisfied client and none of the precious word-of-mouth recommendations on which our long-term success depends.

In ten minutes, Chris Cook covered more than many a management consultant teaches in half a day. When he hangs up his goggles for the final time, I suspect a career in motivational speaking may be for him.

■ Matthew Rippon specialises in IP and commercialisation and is a partner at BHP Law. Contact him on 01325-376524 or at matthew.rippon@bhplaw.co.uk