In the Final Hour
In the Final Hour
Lessons from the Man in the Red Bandana
"The best way to find yourself is to lose yourself in the service of others."
— Mahatma Gandhi
In the Final Hour
Chasing Influence: Transformational Coaching to Build Champions for Life
“What would you do in the last hour of your life? Where would you be? Who would remember? What would it look like?”* These are tough questions that lead to an important reflection: how we live matters. And so does how we respond when we’re needed the most.
Last Wednesday was the twenty-third anniversary of September 11th, 2001, where nearly 3,000 lives were lost in one of the darkest moments in American history. For those who lived through it, the memory of that day is unforgettable. People know exactly where they were, what they were doing, and who they were with. They watched in disbelief as planes crashed into the World Trade Center, the Pentagon, and a field in Pennsylvania. Four planes in 77 minutes changed the world.
We remember the tragedy, we must also remember the heroism. In those terrifying moments, ordinary people performed extraordinary acts of courage, rising to meet the unimaginable. One of those heroes was Welles Crowther, a 24-year-old equities trader at the World Trade Center. His story is a powerful example of leadership and service.
On that day, after the first plane struck the North Tower, Welles left a voicemail for his mother: "Mom, this is Welles. I wanted you to know that I'm OK." But that would be the last message she’d hear from him. Welles didn’t just seek safety for himself—he chose to help others. With a simple red bandana to protect his face from the smoke, he led injured and disoriented survivors down 17 flights of stairs to safety. Then, instead of leaving, he turned around and went back up to help more. He did this over and over, rescuing as many as 20 people, until the South Tower collapsed.
Six months later, Welles' body was found alongside several firefighters in the lobby of the South Tower. It wasn’t until survivors shared stories of the "man with the red bandana" that the world learned of the extreme bravery displayed in his final moments.
As leaders, we often talk about grit, resilience, and sacrifice. But Welles Crowther’s actions remind us that leadership is not about titles, positions, or accolades—it’s about what we do when others need us most. It’s about the choices we make in the moments that count.
"What would you do in the last hour of your life? Where would you be? Who would remember you? What would it look like?" These questions aren’t about fear—they’re about understanding the impact we want to have on those around us.
Welles didn’t know his actions that day would be remembered. He acted because that’s who he was. In the face of uncertainty and danger, he chose courage. He chose to lead.
As coaches and leaders, we may not always face life-or-death situations, but we do face moments where we are called to be more, to sacrifice for the good of others, to lift up those who are struggling, and to leave a legacy of character and courage.
Welles Crowther lived his last hour as a hero. How will we choose to live each hour we are given?
"Everyone who can stand, stand now. If you can help others, do so."
— Welles Crowther
Connecting this quote to the story. The quote captures Welles Crowther's selfless demeanor where he stood up in the face of danger and helped others escape to safety.
Chasing Influence tip: Lead by example—your actions in difficult times will inspire others to follow.
If you enjoyed this story, a series of three Chasing Influence workbooks is available. Stories are accompanied by discussion questions and answers. Each workbook contains 33 lessons to use with any team.
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©Troy Urdahl, 2024
* Questions asked by narrator Edward Burns in the Sports Center documentary The Man in the Red Bandana. www.youtube.com/watch?v=S77KYbkmjwc