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The LMA School of Football
Management

Leadership Education for Coaches

What is the LMA ?
• Founded in 1992 ,The League Managers Association is the collective, representative voice
of all managers from the Barclays Premier League and the Coca- Cola Football League
• The LMA has additional constitutional associations which includes The Professional
Coaches Association (PFCA) with over 400 coaches working professionally in English clubs
below the level of the First Team Manager & abroad
• The LMA is also a member of AEFCA - the Alliance of European Football Coaches
Associations

• Fabio Capello is the President of the LMA :Howard Wilkinson is Chairman .The Executive
Committee includes current Premier League Managers : Sir Alex Ferguson, David Moyes &
Sam Allardyce
• 17 years working with and assisting top managers

LMA Technical & Commercial Review Services

Getting a Job as a Head Coach/ Manager
• In the vast majority of cases you have been given the job to change an
unsuccessful team into a successful team

• ‘If the manager is not the most important person at the club why does he get the
sack when things go wrong.?’ Arsene Wenger

• You need to assess :
- Can I improve the players?
- Can I change the players ?
- Can I change the way the team plays?

‘ If you don’t change the players the players will change you ‘

Roy Hodgson


Major Skills required of a
Head Coach /Manager

1. Technical
2. Organisation
3. Leadership
‘ What makes a good manager ? Its knowledge of the game
and judgement of players. Its about good players and
knowing how to get the best out of people. You have to get
the best out of them and keep them on their toes’
Harry Redknapp, Manager Tottenham Hotspur F.C with over
1,000 games as a Manager


What is Leadership for Coaches
and Managers?
• CHANGE :
Thoughts, Beliefs & Actions

• RELATIONSHIPS :

It’s not how good you are, but how good can you make your team ?
• ‘ Its hearts and minds ‘ – players in the end don’t want to let their ‘ boss’ down


Currently amongst the top winning Coaches
in the world are members of the LMA
For example :

Coach Number of Domestic Domestic FIFA & UEFA
games as a League Cups won
Head Titles
Coach
(Approx.)
Capello 600 Italy 7 Italy 4 •Champions League 1
(with 3 •Super Cup 1
clubs)
Spain 2
Ferguson 1,950 Scotland 3 Scotland 5 • FIFA World Club 2
England 11 England 8 •Champions League 2 + 1 runner up
•Cup Winners Cup 2
•Super Cup 1

Wenger 1,200 France 1 France 1 •Champions League 1 runner up
England 3 Japan 2
England 4 LMA Technical & Commercial Review Services

LMA Research

• How long do they survive ?
• Who are the survivors?
• What makes the difference ?


LMA Research

Average Tenure of dismissed Head Coach/Managers in
English Professional Football

• 1992 : 3.5 years
• 2009: 1.3 years


LMA Research

On average how many games as a Head
Coach/Manager do the most successful managers
need to be charge of the team in to win a major
trophy at the level at which they work ?


LMA Research

Answer : Eriksson’s 10,000 hour theory of deliberate practice applies = approx. 300
games/ 6 years working with players.The ‘ Survival Period’

So :
• PREPARE to do the job
• LEARN on the job
• SURVIVE long enough to WIN something !

OUR RESEARCH SHOWS THAT SURVIVING AND SUCCEEDING REQUIRES LEADERSHIP


What is leadership for Football
Managers and Coaches?

Successful Permanent
Change

NB Some of the anecdotes and examples to be used will be dated but the principles
still hold good!!!


Do Coaching Courses
teach Leadership?

Leadership is THE key aspect to SURVIVING and SUCCEEDING

Technical Expertise and being a good organizer aren’t enough
to be a top class Number 1

Remember you are dealing with very very competitive young
athletes every day – or at least 3/4 times a week


Key Building Blocks for Leadership

Creating a Culture of Excellence is the key:

1. Who are you ? Your Strengths and Weaknesses
2. Values and Beliefs
3. Vision
4. Objectives , Evaluation & Decision Making
5. Communication


Is it important to have a
culture and a culture of excellence?

Our behaviours are the result of the influences
exerted by the culture which surrounds us

CULTURE:
• Sets the norms
• Determines how we think & what we believe
• Sets our expectations and standards


A Culture is the glue that binds everyone
and everything together

• Constant Immersion in excellence changes thoughts,
beliefs, attitudes and actions
• Examples from Brain Clough
• Vince Lombardi :
‘Winning is not a sometime thing, it is a an all-time
thing. You don't do things right some of the time
,you do them all of the time. You don’t win some of
the time ,you win all of the time ‘


How would you measure success
as a coach?

• Win Games?
• Win trophies?
• Improve Performances?
• Develop Players?
• Develop People?

How can you survive to achieve these objectives if you
don’t win ?


Who are you?
You are the culture creator

Know your strengths and weaknesses

Examples :

• Technically Brilliant Coach
• Coaches as good youth coaches not managers !


How to maximize your strengths
and minimize your weaknesses

„ Absolutely critical to highlight your strengths and
hide your weaknesses ‘

Arsene Wenger



Talk is cheap !
You are culture in action. You are the most
important person in the transmission of
culture. You will be judged by your actions
and the actions of your players



„If you know yourself, your strengths ,you can
manage yourself............If you don’t your
weaknesses will manage you !’

Howard Wilkinson : My strengths and weaknesses as a 28 year old –meticulous
planning v communication

One Weakness can destroy 10 Strengths !


Values and Beliefs

• Why do you think it is important to have a set of
values and beliefs -? Why is it necessary for you to
know what you stand for?

• They tell the world what you hold dear
• Consistency of Response
• Moral Compass


Your Values and beliefs are your Brand

‘Bob was not the best coach ,not the best organised
and a nightmare on names but as a result of his
ENTHUSIASM,OPTIMISM,HONESTY,COURAGE,DEDIC
ATION,DESIRE TO WIN , he set an example whereby
players simply DID NOT WANT TO LET HIM DOWN ‘

Gary Lineker on Sir Bobby Robson


Values and Beliefs
Think of the team you coach or the next team you will coach
From the list below identify what you believe to be the five characteristics that you want the
players of this team to display – as part of their performance on the field:

• Commitment to winning( within the laws of the game)
• Respect for each other
• High Expectations
• Honesty in performance
• Consistency
• High Work Ethic
• Mental Toughness
• Positive attitude
• Innovative/risk taking
• Commitment to improvement
• Lack of fear/freedom to express themselves


Behaviour is the mirror of our beliefs

‘ If you watch a professional footballer for 90 minutes in an
important game, you will find out all you need to know
about him and his character ‘
Arsene Wenger

The core to all coaching, training and influencing of
your players will be flavoured by your values and
beliefs


Why Values are important

• Core to all coaching & management : it moulds
everything you think and do
• Basis for Rules
• Axiom- a truth taken for granted
• Professional Asset
• Not just nice to have but essential to creating a culture of
excellence
• Your own brand
• Behaviour is the mirror of what we believe and value


Values and Beliefs

„ You must manage the players at the club as if you will be
there for the rest of your life but..................remember that
each day may be your last !’

Arsene Wenger


How do your values and beliefs impact on
your coaching and management?
‘I want my teams to display these characteristics :’
• No dissent to officials decisions
• Ability to play at a High Tempo
• Outscore your opponents with regard to Strikes on Target
• Outscore your opponents with regard to successful dribbles
and turns
• Outscore your opponents with regard to the number of
completed passes
• Pressurise early to attempt to regain the ball in the
opponents hal
• Maintaining possession –high numbers of consecutive passes
• Display best response on turnover


How do your values and beliefs impact on
your coaching and management?

Your beliefs need to be reinforced & reflected in how you train your players and
how your team plays

Some examples :

Ian Rush- on Liverpool in Europe

Mick Lyons - on Neville Southall

Jack Charlton –on 1966


Values > Team Play

1. Technical Values
2. Consistency
3. Reinforcement
Not enough just to talk the talk

Need to repeat constantly, day in day out. They run through everything you say and do like a
thread

• What I hear, I forget
• What I see, I remember
• What I do, I know
• What I repeat, I understand


Values and Beliefs

How important to you is Winning ?

v How you win ?

Assuming all within the laws of the game.


Winning
‘Even in the tough times when I first went there, he was driven.
He was a winner. Sir Alex always wanted winners and if your
hunger or desire to be a winner wasn’t there, you were no use
to him ‘

Steve Bruce on Sir Alex Ferguson

‘ Winning is EVERYTHING. You have to practise it ...every minute
of every day ‘
Sir Alex Ferguson

New Zealand Rugby team in the 1990’s – 103 games & 2 defeats
‘We train how we play and play how we train ‘

Winning

‘Being a “ winner “ is great but the price you pay when you lose
is horrible ‘

‘Talent is enough in the teens ,but after that character
and the desire to be the best take over. Intelligence is
the key !
Arsene Wenger


How would you ‘sell’ your values
and beliefs to players ?
• Live them
• Show you care
• Stand up for the team

‘ Don’t do it part-time. You have to live your life and the
life of your players ‘

Sir Alex Ferguson


Selling Values and Beliefs ;
some examples

• Know your values
• Have a Plan and stick to it –don’t react and respond
unpredictably to each separate incident you
experience
• Maintain Strength of character to pursue the Plan
• Know what works for you


What is your Vision for your team and club ?

What are the objectives – as stepping stones – to achieve this vision?

‘ In my opinion – having a vision- is the single attribute that
separates the great from the rest. They know where they want
to go, how they will get there. They make this a REALITY for
everyone ‘

Gerrard Houllier


Vision and Objectives

‘ If you cannot identify your destination and the milestones along
the way, how do you know the best way to get there?
If you don’t know the way, how can the team ?’

Visionaries that INNOVATE and create great teams :
• Ramsey
• Michels
• Saacchi & Capello


How do you evaluate performance ?

Performance of :
• Yourself
• Your players
• Your team
• Other teams (opposition)
• Other players ( recruitment )

The key to management is decision making, team
selection and recruitment. How do you make
decisions?

Evaluating Performance

‘ As a coach you must be able to evaluate your own
performance OBJECTIVELY and REGULARLY. If you
cannot how can you improve your own performance
and how can you improve the performance of
others?

Arsene Wenger


Leaders have to be big enough to admit they are
wrong

‘ Evaluation of others and self evaluation is critical.
My last period at Real Madrid, I tried to make an
Italian team ( without Beckham). By Xmas I decided
I was wrong. Real Madrid have a Culture of playing
the Real Madrid way. I made a big decision- I was
wrong !
I brought Beckham back, changed the way we play.
We won La Liga ! ‘

Fabio Capello


„ After each game, I ask each player how he thinks
he plays. At first they reply with “ how do you
think I played ?”
I say “ I will tell you when I have heard what you
have to say “

Arsene Wenger



(What ever the style of play )

• The Business end of the game is in the defending and
attacking thirds – Simply measure the following ( for and
against) in the Attacking third

- Strikes ( on and off target)
- Crosses
- Through passes behind the defence
- Dribbles and Turns
- Set Plays


Evaluating and Developing Players
Star Players v Star Team
‘ The trick is to be able to identify the star player when his
market value is zero, then develop him into a player who has
star value !’

Arsene Wenger

‘Your aim is to be to create a Star Team. Anybody can buy a
team of stars !’
Fabio Capello


Summary

Creating a Culture of Excellence is the key:

1.Who are you ? Your Strengths and
Weaknesses
2.Values and Beliefs
3.Vision
4.Objectives , Evaluation & Decision Making
5.Communication


The LMA School of Football Management

For more information about
The LMA SCHOOL OF FOOTBALL MANAGEMENT
including go to

www.sportspath.com
Demonstrations at The Soccer Interactive Booth # 911
Friday @ 3.00pm
& Saturday @ 11.00am

The LMA School of Football Management

Leadership for Football Coaches and managers

Questions Please ?


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