Marcus Domask was not good enough, and initially, no one could convince Brad Underwood otherwise. The Illinois head coach repeatedly dismissed the Southern Illinois transfer as a potential Big Ten player based on traditional scouting reports.

A Change of Perspective

Underwood’s perspective shifted when an assistant presented a different type of evaluation – one that focused not on Domask’s basketball skills, but on his character. The assessment highlighted his compatibility as a teammate, willingness to learn, competitive spirit, and strong work ethic.

“I read that and said, ‘We need to go get him tonight,’” Underwood told CNN Sports. Domask quickly became a key player, starting 38 games, finishing second in scoring, leading the team in assists, and earning Big Ten Newcomer of the Year honors. Underwood even nicknamed him “Luka” – a nod to Luka Dončić – due to his crafty shooting touch. “And I would not have taken him, without that evaluation,” Underwood stated.

Introducing Profile: Beyond the Stats

While not solely responsible for Illinois’ Final Four appearance – their first since 2005 – the assessment tool, Profile, has played a significant role in Underwood’s team-building process. Underwood likened building a team to running a Fortune 500 company, emphasizing the need to understand individual players’ motivations and how they succeed.

The Origins of Profile

Profile was created nearly 20 years ago by Chad Brown, a former football coach seeking a more nuanced way to evaluate athletes. It’s a personality test, but tailored specifically for the demands of sports, building on assessments like DiSC. Professional and college teams, including Purdue and the Dallas Cowboys, have used Profile for years.

Brown connected with Underwood’s agent, Brett Just, during the Covid-19 pandemic, as Illinois was struggling to regain its footing. The Illini were in a slump, and Underwood was looking for an edge in recruiting and team dynamics.

An Old-School Coach Embraces New Tech

Underwood, a coaching veteran with a humble beginning – starting as a graduate assistant for $299 a month – initially approached Profile with skepticism. Mentored by coaches like Bob Huggins and Frank Martin, he traditionally valued hard work, discipline, and toughness.

Discovering Underwood's Core Values

To Underwood’s surprise, Brown’s assessment revealed a different side to his personality. “You think he’s a bulldog, but in our values section, his number one is friendship,” Brown said. “He’s very emotionally intelligent and relationships for him are front and center.” This discovery made Underwood more receptive to using personality assessments.

Building a Modern Roster

Underwood has embraced the changing landscape of college athletics, utilizing the transfer portal and Name, Image, and Likeness (NIL) deals to build a diverse roster featuring players from around the globe. The Illini’s current rotation includes players from Croatia, Montenegro, Greece, and Serbia, alongside American players and transfers.

The Value of Trust and Adaptability

Profile helped Underwood identify players who align with his values, particularly those who demonstrate trust and a willingness to contribute. He’s learned to value independent thinkers and adapt his leadership style to accommodate diverse personalities. He now prioritizes understanding his players’ needs and providing them with the information they require.

The Future of Team Building: AI Integration

Brown has recently introduced an AI feature to Profile, allowing coaches to ask the assessment tool for immediate feedback on player roles and pre-game routines. Underwood, despite his initial reservations, has found the AI integration to be “really helpful.”

“You know what, though? I’ve had a blast with it. I really like my team. I really, really like my team,” Underwood added, as his team prepares to compete in the Final Four on Saturday.