The Celtics, in what we now know was their championship season, needed a concept that would bring them together - something that would bond 9 new players plus 6 existing players into 1 team. That philosophy was captured in one word - Ubuntu. Think of a rope - it is made strong because the individual twine is woven together as one.
Watch the interview (thanks to Marquette Magazine) with Boston Celtics' Head Coach Doc Rivers and Stephanie Russell (Exec. Director for Mission and Identity). Concerning teams, two quotes really stand out - 1) "a person is a person through other persons" and 2) "being a coach, the way you introduce something the first time is the most important time."
http://www.marquette.edu/magazine/recent.php?subaction=showfull&id=1223391536&archive=&start_from=&ucat=12&
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