Kids who grow up playing basketball have all had the dream — of hitting a miraculous, buzzer-beating shot to send their team to victory.

For Austin Brown, that dream became reality.

Twenty years ago, Austin, then a junior at Depauw University, grabbed a loose ball and flung a 61-foot shot off the backboard and in as time expired to send his Tigers to victory and clinch a spot in the NCAA Division III Tournament. Austin’s shot was the top play on SportsCenter that night and it landed him an interview on ESPN the following morning.

After college Austin worked on Wall Street for J.P. Morgan, then handled investment management and mergers and acquisitions for a New York law firm. But basketball was always his passion, and he dreamed of finding a way to get back involved with the sport.

Once again, he found a way to make his dream come true.

In 2013, Austin joined Creative Arts Agency (CAA) as a sports agent. Today he is co-head of the CAA basketball group — a team of 40-plus people — and his client list features an array of NBA talent, including:

  • Seven-time All-star guard Donovan Mitchell, whose Cleveland Cavaliers are a top contender in the Eastern Conference
  • Four-time All-star guard Trae Young, who led the NBA in assists and assists per game last season
  • #1 overall draft pick and Rookie of the Year contender Cooper Flagg
  • Two-time All-Star center and former Defensive Player of the Year Jaren Jackson, Jr.
  • Boston Celtics guard Payton Pritchard, who was last season’s Sixth Man of the Year winner

Austin, who was named to Forbes’ 30 Under 30 list and Sports Business Journal’s 40 Under 40 list, also worked with Hall-of-Famers Dwyane Wade and Pau Gasol.

“Basketball is such a unique vehicle because it allows you to connect with people from all different walks of life,” Austin told me. “It helps bridge the gap between people. That responsibility and day-to-day task, I don’t take that lightly.”

How does he bridge that gap?

With storytelling.

“Storytelling is one of the biggest components of what I do,” Austin said. “It’s the most important tool I have in my toolkit.”

Building relationships

It’s easy to imagine the life of a sports agent being laid-back, fun-filled days hanging out with professional athletes — as is frequently portrayed in movies and on TV. Austin doesn’t deny there are plenty of perks of the gig. Laid-back, however, is definitely not accurate.

“There is no such thing as a vacation, off day, or holiday,” he said. “It truly is 365, 24/7. If one of my guys is calling me at 2 in the morning, I’m answering the phone. If they need me to hop on a plane last minute, I’m getting on it. That’s the job and the commitment that I’ve made.”

During the NBA season, Austin is usually flying to see one of his players in action. Tip off for a game may not be until 7 pm, but he’ll be at the arena by 5 pm to check in with anyone he represents and talk with team executives. After games, he waits until players are done with media commitments, then often finds himself at a post-game meal before making it back to his hotel around 2 am.

It’s hard to find a “work-life balance” with his schedule, but he’s OK with that. He’s learned to carve out dedicated time for himself — a lesson he shares with players he works with.

While contract negotiations are a key part of being a sports agent, Austin relishes the relationship-building that comes with the job. He doesn’t view the players he represents as clients. He sees them as little brothers and best friends.

“For me, it’s about my players feeling they have somebody in their corner who’s not just treating them like a stock,” Austin said. “It’s really about that connectivity and making sure they feel they’ve got that support system to navigate the crazy world that is being a professional basketball player in the NBA.”

Supporting his players

Being a support system means not only guiding players, but also educating them and their families about the highs and lows that come in professional sports. Although Austin never played in the NBA, he understands the competitive nature of athletes, and he knows the realities he’s seen from more than a decade in the business.

That’s where his storytelling comes in.

Take, for example, the process of college athletes selecting an agent to represent them, a process Austin compares to a bad game of speed dating. Most top college basketball players have less than two months between the time their season ends and the NBA Draft Combine, when they can work out for professional scouts.

That window is when they often decide on an agent who will potentially help transform their lives.

In those conversations, Austin talks with future pros about his own background, his approach to representation, and his experiences working in the league. His goal is to use stories to demonstrate who he is and how he can potentially help them.

“I try being over communicative, being patient, and really getting them to understand the ebbs and flows of an NBA career,” Austin said. “It’s all about building a rapport. Some of the best agents that I know are obviously great at what they do from a work product standpoint, but they’re also great at getting people to feel comfortable and to feel connected in a short period of time.”

Those communication skills also become valuable when working with team representatives. Austin understands his players are part of a larger team, and he doesn’t expect them to receive preferential treatment. That being said, he makes it clear to teams — as well as prospective players and their families — that he will do everything he can to support his players.

“You’ve got to be zealous for your players,” Austin said. “My approach is to be honest, transparent, straightforward, and firm, and I think that’s served me well.”

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3 storytelling tips for you

1) Be transparent

When Austin talks with future NBA players, he doesn’t sugarcoat the realities of life as a professional basketball player. Don’t be afraid to discuss challenges in your stories. The more authentic you are, the more impactful your story will be.

2) Be enthusiastic

Austin’s job is to support his players and put them in positions to succeed. He’s passionate about them and their potential, and he doesn’t hide that. Don’t hide your own passion for a story — or a passionate detail that exists within a story. Share that enthusiasm with the world.

3) Be personable

Austin’s success stems from his ability to build relationships with his players. He worries about their needs and does what he can to help them out. Be personable with your audience. Understand the challenges they face and explain how you can help.