DALLAS — For the first time since announcing her retirement as the Dallas Mavericks CEO, Cynt Marshall sat down for an extensive interview with WFAA.
Marshall became the first Black female CEO in NBA history when she was hired by Mark Cuban in 2018 to re-shape the franchise rocked by scandal. She was brought into a franchise facing reports of sexual harassment and misconduct. It became Marshall's job to change the culture.
She spent the next six years creating a workplace that would serve as a model for the entire industry. Marshall will retire from her role as CEO on New Year's Eve before pivoting to a consultant for the team through 2025.
In an exclusive interview with WFAA, she reflected on her career and spoke about what comes next.
First, how is Kenny?
"Kenny is doing much better. He's having an infusion right now, and I'm not there, so that means he's okay. It's been almost a year and a half now since he was diagnosed with multiple myeloma and doing so, so very well. He had a bone marrow stem cell transplant in March. And I love, love, love my friends at UT Southwestern. And so we just got to keep praying for him."
How did you draw from your own experience to help him?
"Well, when he was diagnosed, I remember when the doctor told him he kind of had that out-of-body experience the way I had. And I looked at him and I said, hey, dude, you've been chosen. ("You've Been Chosen" is the title of Marshall's book that details her own cancer battle). He laughed and I laughed, and he said, well, dang. I guess he didn't say that. He said something else, right? And so we're laughing and the oncologist is looking at him like, what is going on with these people? And so I told him (doctor) my story and then the name of the book and how we are chosen for the things that we go through. And I said, hey, we got this. And he (Kenny) said, yeah, been there, done that, let's go. And so we've been battling and doing what we needed to do. And once again, we're beating cancer. That's what we do in our house."
Why the sudden decision to retire?
"I turn 65 in a couple weeks, and I had already told Mark Cuban last year, that this season, not this particular season, the one that just ended was my last season. And he's like, oh, okay. And then he ended up selling the team. So, I told my new boss in January, I said, did Mark tell you this is my last season? And he said, no, we wouldn't have bought the team. I said, "You would have bought the team!" I mean, that was flattering. And so I ended up staying with him until now. So, Mark sold the team last December, and it'll be a year with our new owners. And so, I feel like we're making a smooth transition."
Did the new ownership play a factor in you leaving?
They are the reason that I'm still here because they truly don't want me to leave. So, I will be a consultant for a year. They wanted me to be a consultant for at least three years. And I said, let's just play it year by year because I do want to be open to whatever the next call is that God has on my life."
What did your family think about the decision?
"It was quite emotional when I told them. Then I called Shirley on the way to work and it was so cute. You know how these kids get to a point. She's 29 years old. They get to a point where they're giving you your words back. And so, I told her I was going to be leaving the Mavs at the end of the year. So, she says, 'Are you sure about this?' She says, 'Okay, have you been deliberate about this?' It was like I was talking to me. I said, 'Yes.' She goes, 'Okay, so let's just talk through the process, So why are you doing this?' And so, I told her, you know, 'I committed to three years. It's been almost seven. That's God's perfect number.'"
When you took on this role, the Mavericks were dealing with a toxic culture. What was your biggest win in turning it around?
The biggest win? I think getting the employees to be happy walking in the door and happy walking out the door. And to hear them talk about being in a great place to work, which I still describe as a very good place to work. Our workplace promise is every voice matters and everybody belongs. When we laid out our set of values and they spoke CRAFTS, (character, respect, authenticity, fairness, teamwork and safety), I said these values will not just hang on the walls, but they will operate in the halls. Everything we do will be based on a set of values. We won't get it right every day, but at least that's our goal, to live out these values. So, values-based employment was my goal, and we have it. And so that's a big win for all of us. And let me just say I didn't do this alone. We did it. I didn't set this culture by myself. I have a phenomenal team of people."
Did you ever feel significant resistance to change?
"Yes. I got pushback from, someone who told me, there was nothing wrong with the culture. He told his team that I was a PR stunt for Mark Cuban and that I wouldn't last 90 days."
The sports industry has faced ongoing conversations around equity, diversity, and inclusion. How has your work with the Mavericks been received by other NBA teams, and do you think it's influenced change league-wide?
"League-wide yes. It's been very well received. And I think, Adam Silver (Commissioner of the NBA) made it real clear, as he always does when something happens, that he wants the NBA to be a role model for all leagues and so when we kind of executed our
100-day plan, he had a press conference, and he said, this is what he expected at all teams. And if you look at what the league is doing in terms of just equity with referees, assistant coaches, coaches, I mean it's a great league."
You've spoken about being a 'values-driven leader.' How do you balance staying true to your values with the pressure to achieve performance goals in such a competitive industry?
"I think it goes hand in hand. I think if you are focused on a set of values, if you're treating people right, if there's a vision that people understand, if people know that you operate with integrity, if you respect them, if you allow them to be who they are walking in the door and not somebody else, if you are fair to them, if you meet them where they are, give them what they need and what they've earned and what they deserve, you have teamwork. And then, of course, physical, and emotional safety. All of that will get you motivated employees and employees who work hard. And that's where the results come from.
The results don't make themselves; people get results. Culture is everything. And so, when you have happy employees, they make happy customers. They make money too."
The Mavs are coming off a trip to the NBA Finals, what do you see in store for the rest of this season?
"Yes! We are the Western Conference Champions. Oh, my goodness. I love to say that. Oh, they are hot. We are 13 and 8 okay. So, we are on a winning streak. I love our team! Just what they represent. They are resilient. They trust each other. Whoever needs to step up because somebody is out, they step up. You don't know exactly where the points are coming from. They come from everywhere. And so, I love our team. I mean, you talk about teamwork. Trust. And that's one thing that our coach, Jason Kidd, talks a lot about is chemistry and trust."
Do you think that the new ownership will continue those values?
"Yes, absolutely. I think they're all about, those values. They're all about community. All about, people, wanting us to thrive. Definitely about the fan experience and taking that to a new level. That's what I really, really love about the time we're in right now with the Mavs. The investment that our owners are putting into the arena and into the fan experience is fabulous. Even just upgrading the food and all that, they're in the hospitality and entertainment business. This is what they do. So, Dallas is going to benefit already."
What's next for you?
Next for me? I call it the three B'S. Books, Boards and Better. Okay, so of course I wrote a book. "You've Been Chosen." I never officially went on a book tour, and the book is two years old and people still want me to do a book tour. So, at some point in January, I will sit down and actually plan a book tour because right now the book is still a bestseller. It's just about how good and great people always show up in my life and that we've all been chosen for different things. Right? And so, my whole cancer story is in there and all that. So, I'll go out and I'll talk about that some more. So, I hope to go on a book tour and then I will write at least two more books. I will write one on leadership and then one on motherhood. My path to motherhood with adoption and, you know, the miscarriages, the death of Special K and all that. I want to make the world better for kids. And so, when I wake up in January for the next 10, 20, 30 years, I want to know that every morning when I wake up some kid's life is significantly better because of something I did the day before. I've told all these people who I know already who have resources, get ready, because I'm going to get your money, okay? We are saving the babies and it's going to take money to save the babies. It's going to take time, talent and treasure and so I'm coming to get all of it, and you'll be telling stories about it."
Full extended interview: