Stuart Webber BlogDuring the Easter holidays, I was inspired by the work of headteacher, Phil Denton and Micky Mellon and their fantastic new book ‘The First 100 Days’. It’s a fantastic read and if you’re interested in learning lessons from sports leadership, I fully recommend it. I’ve always thought there are many leadership ideas and techniques that we, in education, can take from sport. Phil’s book brilliantly draws together ideas after a range of conversations with various football managers. He shares the impact of these conversations and how they helped him in his role as a headteacher at a secondary school. Learning from sport is a particular passion of mine and this resulted in me interviewing a number of leaders involved in sport as part of a lockdown project in 2020. You can see these interviews on my website. I also have read 100s of books & articles combined and have listened to many podcasts which explore the theme of leadership in sport. I wanted to pull together and share ideas. I wanted to write a blog, or possibly a series of blogs, which outline some of the ideas which have inspired me. First of all, I want to look at the inspirational work of an individual who leads at an institution which is very close to my heart… Norwich City Football Club. Since Stuart Webber took on the role of Sporting Director at the club, back in April 2017, the culture of the whole club has been transformed. I believe many of the ideas that Stuart and the team have implemented can be transferred to education and other sectors. All of the information contained in this blog comes from articles or podcasts which are in the public domain. I have included some references at the bottom of the page. Please do let me know if there are any issues or if you would like any more information regarding anything you read. My email address can be found on the contact section of my website. I hope you enjoy the blog. |
The blog
It’s hard to know where to start... First of all there seems to be a clear strategic direction and philosophy which is shared and communicated by key personnel throughout the club. These 3 aims are to; be creative and strong in recruitment of players and staff, have a clear identity in terms of the style of play and to give young people a chance to develop and improve, both on the pitch and behind the scenes as part of the staff.
Much has been said and written about the recruitment. From the successful appointment of the first foreign coach in the club’s history, Daniel Farke, to signings such as; Teemu Pukki, Emi Buendia, Ben Gibson and Tim Krul all having a very positive impact on the first team. All of these signings are examples of creativity in the transfer market. These different types of deals demonstrate that the scouting team is trusted.
As a result of clear communication, the scouting team has a clear vision of the types of players that Daniel likes to play in the first team. The team uses a range of sophisticated data, as well as trusting their own judgement when watching games. The scouting team realised, for example, that Pukki scored a number of goals from situations similar to the types of chances that Norwich created.
Another interesting example is the loan signing of Jordan Rhodes back in 2018. Although he probably didn’t get the game time he was hoping for, as a result of Pukki’s fine form, Rhodes was widely recognised as being a ‘cultural architect’, helping to drive standards and culture off the pitch. Recently, It has also been very clear that the club has been very quick to respond to the new guidelines in recruiting players from abroad after Brexit.
Young players are given a chance to develop. A few of the names include James Maddison, Max Aarons, Ben Godfrey, Jacob and Josh Murphy, Jamal Lewis and Todd Cantwell. Players know that if they demonstrate that they are good enough then they will be given a chance, although the club is clear that there are ‘no gifts’ and the chance to represent the club has to be earned. The club is very fair and will not stand in a player’s way to progress if the deal is right for the club. Ben Godfrey’s move to Everton and James Maddison’s move to Leicester City are good examples of this.
Stuart cultivates a collaborative leadership approach. He works alongside Zoe Ward and Ben Kensall as part of a leadership team which each has specific areas of responsibility. In the close season, all of the heads of department meet up in a hotel away from Norwich. This enables key stakeholders the opportunity to give an open account of the season; what went well and what could be improved. Stuart is open and honest in these sessions. He shares his own reflections and can accept mistakes being made as long as they are for the right reasons. He appreciates that when you’re aiming to be creative and innovative, which is necessary because of financial restrictions, mistakes will be made. He does not mind this as long as you learn from the experience and do not try to cover up the mistake.
All staff at the club work towards 7 core values. As you enter the training ground, the values are displayed on the driveway to serve as a key reminder on a daily basis. Stuart is keen to make sure that these values aren’t just ‘words on the wall’. In performance appraisals, staff are encouraged to give examples of where they have demonstrated the values. The learning environment is seen as crucial to ensure that players and staff are given opportunities to reach their potential. Motivational slogans are displayed around the club. An important statement is ‘ignore the noise’ which serves as a constant reminder to all stakeholders to only listen to feedback from people whose opinions are important.
The club is keen to explore as many areas as possible to try and get an advantage. Early on during the 2018-2019 season the club hit the headlines for painting the away changing rooms a dark shade of pink. This was because research showed that the colour pink lowered testosterone levels. This colour is used in American prisons to lower aggression and promote empathy. Another area the club has been exploring for the past couple of seasons is the decoration of the ‘away’ changing room when Norwich are playing away from home. Superbly led by Pete Dye and John Howes the room is decorated with a number of Norwich City badges and pictures of the playing squad. It is thought that subtle reminders of team identity will have a positive impact on their teamwork.
The club is keen to keep innovating in order to keep improving staff and players. A complete regeneration of the Lotus Training Complex was recently completed. The club used an innovative share bond approach, encouraging supporters to contribute in order to raise the funds for the upgrade. Norwich City’s promotion to the Premier League in 2019 helped to repay these funds. The club is also recently reported to have invested in ‘Soccerbot.’ This piece of technology will allow players to practice and develop their skills in a variety of scenarios.
I’m sure we’ve all seen a member of staff given a great send off when retiring or leaving for pastures new. It could be argued that it’s too late to show the member of staff that they are appreciated and highly regarded just as they are leaving. A further marginal gain at Norwich City is regular shirt presentations (when it is safe to do so). An ex player or manager is invited into the club to make a framed shirt presentation to a player making his debut or following a significant number of appearances. The presenters are asked to speak to the team and this can give further motivation. The players’ family are also invited to have a meal with the owners, Delia Smith and Michael Wynn Jones. This act makes the current players feel appreciated and also helps to recognise what people have achieved for the club in the past. This act has helped build a real ‘family’ and sense of belonging, where people are appreciated for what they’ve achieved.
There appears to be a real togetherness at the club and people work together in order to achieve the best outcomes for the club. An example of this can be seen during transfer negotiations. Stuart and Zoe Ward play an important part in these discussions with other clubs. One can imagine these talks can be tense and delicate at times, with both parties trying to achieve the best deal for their club. Staurt and Zoe are aware that sometimes it is important to ‘park the ego’ and leave parts of negotiation to the best person, taking the personalities out of the equation, resulting in the best deal possible for the club.
I hope that you have enjoyed reading some of these thoughts. Below are a few considerations for our work in schools. I’m sure many of you already use the ideas below in your work in order to help all learners improve. If just one of these points sparks an idea for you to help improve an aspect of your leadership, then this article has been worth writing!
Please let me know your thoughts about this article on twitter. Thank you for reading!
References -
https://www.edp24.co.uk/news/norwich-city-ncfc-canaries-paint-testosterone-lowering-deep-pink-carrow-1444868
Connor Southwell interview with SW - https://www.youtube.com/watch?v=jw5WL5AMDq0
TNC Podcast interview with SW https://www.youtube.com/watch?v=DM7WBn-RYQQ
https://theathletic.co.uk/1487958/2019/12/27/weve-got-to-make-sure-the-spirit-is-lifted-meet-norwichs-kit-men-who-are-setting-trends-off-the-pitch/
https://www.canaries.co.uk/News/2018/october/debut-presentations-to-norwich-first-team/
Along Come Norwich interview with ZW https://www.alongcomenorwich.com/articles/the-acn-podcast-episode-50-zoe-ward/
https://www.thetimes.co.uk/article/why-norwich-city-stand-on-brink-of-premier-league-gn8ct08qh
https://www.thetimes.co.uk/article/new-look-norwich-city-given-chance-to-fly-tpmmrhp2z
Clever Classrooms - http://usir.salford.ac.uk/id/eprint/35221/
https://www.dailymail.co.uk/sport/football/article-9265715/Norwich-City-English-club-fork-750k-high-tech-SoccerBot360-simulator.htm
Much has been said and written about the recruitment. From the successful appointment of the first foreign coach in the club’s history, Daniel Farke, to signings such as; Teemu Pukki, Emi Buendia, Ben Gibson and Tim Krul all having a very positive impact on the first team. All of these signings are examples of creativity in the transfer market. These different types of deals demonstrate that the scouting team is trusted.
As a result of clear communication, the scouting team has a clear vision of the types of players that Daniel likes to play in the first team. The team uses a range of sophisticated data, as well as trusting their own judgement when watching games. The scouting team realised, for example, that Pukki scored a number of goals from situations similar to the types of chances that Norwich created.
Another interesting example is the loan signing of Jordan Rhodes back in 2018. Although he probably didn’t get the game time he was hoping for, as a result of Pukki’s fine form, Rhodes was widely recognised as being a ‘cultural architect’, helping to drive standards and culture off the pitch. Recently, It has also been very clear that the club has been very quick to respond to the new guidelines in recruiting players from abroad after Brexit.
Young players are given a chance to develop. A few of the names include James Maddison, Max Aarons, Ben Godfrey, Jacob and Josh Murphy, Jamal Lewis and Todd Cantwell. Players know that if they demonstrate that they are good enough then they will be given a chance, although the club is clear that there are ‘no gifts’ and the chance to represent the club has to be earned. The club is very fair and will not stand in a player’s way to progress if the deal is right for the club. Ben Godfrey’s move to Everton and James Maddison’s move to Leicester City are good examples of this.
Stuart cultivates a collaborative leadership approach. He works alongside Zoe Ward and Ben Kensall as part of a leadership team which each has specific areas of responsibility. In the close season, all of the heads of department meet up in a hotel away from Norwich. This enables key stakeholders the opportunity to give an open account of the season; what went well and what could be improved. Stuart is open and honest in these sessions. He shares his own reflections and can accept mistakes being made as long as they are for the right reasons. He appreciates that when you’re aiming to be creative and innovative, which is necessary because of financial restrictions, mistakes will be made. He does not mind this as long as you learn from the experience and do not try to cover up the mistake.
All staff at the club work towards 7 core values. As you enter the training ground, the values are displayed on the driveway to serve as a key reminder on a daily basis. Stuart is keen to make sure that these values aren’t just ‘words on the wall’. In performance appraisals, staff are encouraged to give examples of where they have demonstrated the values. The learning environment is seen as crucial to ensure that players and staff are given opportunities to reach their potential. Motivational slogans are displayed around the club. An important statement is ‘ignore the noise’ which serves as a constant reminder to all stakeholders to only listen to feedback from people whose opinions are important.
The club is keen to explore as many areas as possible to try and get an advantage. Early on during the 2018-2019 season the club hit the headlines for painting the away changing rooms a dark shade of pink. This was because research showed that the colour pink lowered testosterone levels. This colour is used in American prisons to lower aggression and promote empathy. Another area the club has been exploring for the past couple of seasons is the decoration of the ‘away’ changing room when Norwich are playing away from home. Superbly led by Pete Dye and John Howes the room is decorated with a number of Norwich City badges and pictures of the playing squad. It is thought that subtle reminders of team identity will have a positive impact on their teamwork.
The club is keen to keep innovating in order to keep improving staff and players. A complete regeneration of the Lotus Training Complex was recently completed. The club used an innovative share bond approach, encouraging supporters to contribute in order to raise the funds for the upgrade. Norwich City’s promotion to the Premier League in 2019 helped to repay these funds. The club is also recently reported to have invested in ‘Soccerbot.’ This piece of technology will allow players to practice and develop their skills in a variety of scenarios.
I’m sure we’ve all seen a member of staff given a great send off when retiring or leaving for pastures new. It could be argued that it’s too late to show the member of staff that they are appreciated and highly regarded just as they are leaving. A further marginal gain at Norwich City is regular shirt presentations (when it is safe to do so). An ex player or manager is invited into the club to make a framed shirt presentation to a player making his debut or following a significant number of appearances. The presenters are asked to speak to the team and this can give further motivation. The players’ family are also invited to have a meal with the owners, Delia Smith and Michael Wynn Jones. This act makes the current players feel appreciated and also helps to recognise what people have achieved for the club in the past. This act has helped build a real ‘family’ and sense of belonging, where people are appreciated for what they’ve achieved.
There appears to be a real togetherness at the club and people work together in order to achieve the best outcomes for the club. An example of this can be seen during transfer negotiations. Stuart and Zoe Ward play an important part in these discussions with other clubs. One can imagine these talks can be tense and delicate at times, with both parties trying to achieve the best deal for their club. Staurt and Zoe are aware that sometimes it is important to ‘park the ego’ and leave parts of negotiation to the best person, taking the personalities out of the equation, resulting in the best deal possible for the club.
I hope that you have enjoyed reading some of these thoughts. Below are a few considerations for our work in schools. I’m sure many of you already use the ideas below in your work in order to help all learners improve. If just one of these points sparks an idea for you to help improve an aspect of your leadership, then this article has been worth writing!
- Is the vision clear and well communicated to all stakeholders? Is it a true reflection of what is going on or are they just ‘words on a wall?’
- Are any core values on display as you enter the building as a reminder? Could staff start meetings by giving examples about how they have demonstrated a particular value? Do the learners get regular opportunities to reflect upon if they are demonstrating the values?
- At the start of a new school year or each term, could staff get together to share and reflect upon the previous year or term? Could leaders start off by discussing things that have gone well for them and share any mistakes that they have made? This will show vulnerability and could help staff members have ‘psychological safety.’
- Who are your ‘cultural architects’? Have you let them know that you appreciate them recently?
- Have you recently considered the learning environment for staff and learners? Colours used, displays, the percentage of wall space covered, learner ownership etc. The Clever Classrooms survey completed by Salford University is an excellent starting point to look further into this.
- What is your school’s version of ‘Soccerbot’? What is in place to help staff to further develop their teaching skills? A number of schools successfully use technology like Iris. Could you develop some kind of ‘learning zone’ for staff?
- Could you have some kind of special service to recognise staff? Depending on your own context, it could be a new starter, or to celebrate 5, 10, 15 years at the school? Maybe they could be presented with something special? Could this be presented by a key individual who worked at the school previously?
- Are you able to ‘park your ego’? There could be an issue with a staff member or learner and somebody else might be better placed to deal with it.
Please let me know your thoughts about this article on twitter. Thank you for reading!
References -
https://www.edp24.co.uk/news/norwich-city-ncfc-canaries-paint-testosterone-lowering-deep-pink-carrow-1444868
Connor Southwell interview with SW - https://www.youtube.com/watch?v=jw5WL5AMDq0
TNC Podcast interview with SW https://www.youtube.com/watch?v=DM7WBn-RYQQ
https://theathletic.co.uk/1487958/2019/12/27/weve-got-to-make-sure-the-spirit-is-lifted-meet-norwichs-kit-men-who-are-setting-trends-off-the-pitch/
https://www.canaries.co.uk/News/2018/october/debut-presentations-to-norwich-first-team/
Along Come Norwich interview with ZW https://www.alongcomenorwich.com/articles/the-acn-podcast-episode-50-zoe-ward/
https://www.thetimes.co.uk/article/why-norwich-city-stand-on-brink-of-premier-league-gn8ct08qh
https://www.thetimes.co.uk/article/new-look-norwich-city-given-chance-to-fly-tpmmrhp2z
Clever Classrooms - http://usir.salford.ac.uk/id/eprint/35221/
https://www.dailymail.co.uk/sport/football/article-9265715/Norwich-City-English-club-fork-750k-high-tech-SoccerBot360-simulator.htm