It’s Rivalry Week…kind of.
Two of the West Coast’s fiercest rivalries take center stage: Washington–Washington State in the Apple Cup, and Oregon–Oregon State to kick off this Saturday in college football.
So this week at Y-Option, we welcome Oregon State Athletics Director Scott Barnes, on behalf of our presenting sponsor, 76®, keeping you on the GO GO GO so you never miss a beat.
I’ve known Scott for over a decade. He’s present, connected, and deeply committed to student-athletes. And what he’s navigated the past few years around the near collapse and rebuild of the Pac-12 is a masterclass in leadership.
A few things that stood out from our conversation were:
The Obstacle is the Way: In April 2023, Scott was supposed to receive an award in Fresno. Instead, he found himself in the ER with a blood clot. Months later, the Pac-12 as we knew it dramatically changed shape. Two obstacles that could have stopped him in his tracks instead became catalysts. He leaned on a favorite book of both of ours, The Obstacle is the Way by Ryan Holiday, and reframed both challenges. Health brought perspective. Conference realignment brought energy. “How do we turn this into a positive?” became his mantra.
Leadership as a Conductor: This was a brilliant analogy as he referenced that leaders can be soloists or conductors. Scott chooses being a conductor to empower his team while balancing urgency with patience, and making sure everyone’s playing the same sheet music.
Rebuilding the Pac-12: Alongside commissioner Teresa Gould, Barnes helped stabilize the Pac-12. The result: a challenger brand closer to the ACC/Big 12 than any “Group of Five.” Fans responded. Instead of revenue decline, OSU set attendance records. Beaver Nation leaned in.
Rivalries Matter: Scott was clear: rivalries like Oregon–Oregon State matter. They’ve built the soul of college football, and they must be preserved.
“There’s another move or two” - We spoke about July 1, 2026 and the formal launch of the reimagined Pac-12 and that quote stuck with me.
Overall, what Scott Barnes and Oregon State have had to navigate over the past few years is nothing anyone could have predicted when he took the job but as he referenced many times: while the obstacles are clear, going through them with thoughtful and intentional leadership is the way.
Thank you for all of the support and enjoy the weekend!
Much love and stay steady,
Yogi
