Who woulda thunk it? The NFL was so anxious to make the game safer for players, it neglected to evaluate some of the risks to the league inherent in radical rules changes. The league didn't have to look beyond the industry fueling its success with more than $8 billion in annual rights fees. Recently, the sports league decided it needed to institute some rule changes that would reduce the risk of injuries to players known to cause CTE (Chronic Traumatic Encephalopathy) while maintaining the integrity of the game. But did the league move too far too fast with the new rules without truly measuring the degree of safety required to help the players? Could the rules be adjusted to a lesser extent and still achieve the same long-term player health benefit? Maybe. Instead, the NFL took a page out of the ad industry's playbook and raced to a conclusion, only to re-visit the unexpected conclusion resulting from unintended consequences that might have been prevented.