How Chief Diversity And Inclusion Officer Tru Pettigrew Is Working With The Minnesota Timberwolves To Help Create More Impact Around Diversity And Equity

MINNEAPOLIS, MN - MAY 5: Tru Pettigrew, Chief Diversity & Inclusion Officer for the Minnesota Timberwolves and Lynx, photographed by David Sherman on May 5, 2021 at Target Center in Minneapolis, Minnesota. COPYRIGHT 2021 DAVID SHERMAN PHOTOGRAPHY (PHOTO BY DAVID A. SHERMAN)

The Minnesota Timberwolves and Lynx announced recently that Tru Pettigrew had been promoted to Chief Diversity and Inclusion Officer. He will oversee the organization’s diversity equity, and inclusion strategy including all their franchises – Timberwolves, Lynx, Iowa Wolves, and T-Wolves Gaming. Pettigrew will also support equity training and planning for Taylor Corporation, the organization’s parent company.

"In a short period of time, Tru has provided meaningful guidance and value to our Business and Basketball Operations areas, and we are thrilled to welcome him to our Executive team," Timberwolves and Lynx CEO Ethan Casson said in a statement. "With Tru at the forefront of our DEI efforts, he will have an even stronger impact across our organization and community."

As the founder of Tru Access, Pettigrew serves as an empowerment consultant to help individuals and organizations bridge gaps across areas that cause division, dysfunction and separation.

An inspiring keynote speaker, author and advisor, he is a longtime hero, coach and mentor to many in the purpose space, so it was my privilege to catch up with him to hear about his latest appointment, but also hear more about his journey and the work he does building bridges between the police and local Communities of color.

Afdhel Aziz: Tru, welcome. Congratulations on the appointment! What do you hope to achieve in your work?

Tru Pettigrew: A few areas in which I hope to make an immediate impact in my role as Chief Diversity and Inclusion Officer for the Minnesota Timberwolves and Lynx, includes addressing inequities and disparities in employment, economics, and education among historically neglected and marginalized communities, with a particular focus on our BIPOC community. One of the first steps I’m taking is to work with our amazing team of leaders in our HR (Human Resources) and SR (Social Responsibility) departments, to formalize partnerships with community groups and build a Diverse Talent Pipeline and Professional Development initiative that will serve as a pathway to employment into our organization and serve as a resource for mentoring, nurturing, and developing diverse talent to help prepare them for long term success in their respective career choices. 

Aziz: What are some of the key areas you think the Timberwolves could really make a difference in society?

Pettigrew: The Timberwolves and Lynx have already made a difference in a number of key areas throughout the Twin Cities, and I’m confident that along with our amazing community partners, we will continue to grow that impact. I believe that the primary areas that help determine the health, prosperity, and long-term sustainability of any society or community, are Public Safety, Economic Development, Education, and Health & Human Services. The Timberwolves and Lynx have the opportunity to help positively influence all of these areas of our community.

We have the ability to leverage our influence and relationships with our local Law Enforcement, Corporate Partners, Schools, Medical Professionals, and Non-Profits, to facilitate dialogue's, forums, trainings, and connections for the most vulnerable members of our community, and help provide them with the necessary information, access, and resources to help facilitate the healing, resolution, and restoration our communities and its members so desperately need. 

Aziz: Please tell us about why you think it’s so important for sports teams to consider diversity so seriously in this new era?

Pettigrew: I believe it’s important for sports teams to consider diversity so seriously in this new era because sports offer a universal example, or case study if you will, for us all to draw so many valuable lessons from when it comes to diversity. This is particularly true when it comes to understanding how embracing diversity helps us to experience the true power of inclusion.

A significant part of building a championship culture is understanding how to leverage the diverse talents, experiences, contributions, and gifts of people from various races, ethnicities, mindsets, skill sets, and backgrounds. And for any team to build a true championship culture, it will need to embrace diversity, promote equity, and foster inclusion.

I also think it’s important for leagues like the NBA, the WNBA, the NFL, and MLB to emphasize DEI in its leagues, because so many of the players from these leagues are from Black and Brown communities and these are matters that have a significant impact on them, their families, and the communities they are from. 

Aziz: You’ve been a long-time leader in this space, please tell us about the work you’ve done building bridges in your hometown of Cary?

Pettigrew: I started working in the DEI space on a formal basis in 2012. My focus then was on generational diversity and building bridges across the different generations. My DEI focus expanded along with the intensity of my work in 2014 when Michael Brown was shot and killed by Police Officer Darren Wilson in Ferguson. Growing up in Baltimore and living in Los Angeles for a number of years when I was younger, I had my own experiences with being on the receiving end of excessive force by Law Enforcement. And because of those experiences, I did not like or trust police for most of my adult life.

Ironically, it was the incident in Ferguson that actually led me to building trusting and meaningful relationships with local law enforcement in the Town of Cary in North Carolina where I live. Cary is a relatively affluent and predominately white community. And after Ferguson, I was afraid for my son’s safety when it came to the police. My fear was based on Cary being an affluent and predominately white town, and because of that, I though their focus would be to protect and serve its white community members and police the black community members. I was concerned that if my son was in a position where he had to have an interaction or engagement with the Cary PD, that it might not end well.

And it was those concerns that compelled me to walk through the doors of the Cary PD in August of 2014 to get an understanding as to whether or not I needed to be concerned. That led to a relationship with the Cary PD Police Chief and his department, that is an unbreakable bond to this day. After meeting Chief, and the men and women of the department, I realized how wrong I was about the Cary PD. I quickly began conducting diversity trainings for the department, which led to me conducting trainings for departments throughout the region, the state, and then eventually across the country.

One of the initiatives that I believe made the greatest impact, however, has been our Barbershop Rap Sessions property. Barber Shop Sessions are a series of facilitated dialogues between police officers and the black community to help build healthy bridges of trust, legitimacy, and understanding. These sessions have been going on for over seven years now and have saved and transformed lives and an entire community. 

Aziz: It’s an incredible journey of trust and grace, so inspiring to hear. You’re a trusted advisor to many companies and organizations - what advice do you have on how they can tackle the subject of diversity authentically and impactfully?

Pettigrew: Some of the best advice that I can give organizations when it comes to tackling the subject of Diversity, Equity, and Inclusion is to start with having the courageous conversations on diversity. Whether that be race, gender, generational, sexual orientation, or any form of diversity that is, or can potentially plant seeds of division in the hearts and minds of the people in your organization. It cannot stop at a conversation though, but that is where it needs to begin. And when having those conversations, I believe it’s important to follow these principles.

1. Meet people where they are.

2. Listen to understand and not just to reply.

3. Seek first to understand before being understood.