By John Portch

“We had this strategy that was just sort of floating around.”

Sharlene John, the Head of DEI, Recruitment & Onboarding at Selfridges, relayed the story of the luxury retailer’s failed 2020 DEI strategy at March’s Leaders Meet: the Art of Strategy.

The trouble for Selfridges was that despite some well-meaning intentions, “there was not a single Black person in the room” of C-suite executives to advocate for a strategy focusing on Black representation. As John explained, “it would get shown at a couple of team meetings” but senior leaders were talking about a strategy to which, John said, they had “no connection”, “no passion” and “no conviction”.

Nor had anyone connected the strategy clearly enough to Selfridges’ commercial performance. It died a death in that guise.

A strategy cannot simply ‘float around’ if its aim is to unite people behind a common purpose. John joined Selfridges in July 2021 and set about developing a more effective approach that became Open to the World, a co-created framework that gave employees a stake in the plan and leaders a clearer basis from which to explain it.

Sharlene John in coversation with Management Futures’ Shona Crooks at Leaders Meet: The Art of Strategy at Lord’s Cricket Ground. Photo: Leaders Performance Institute / Robert Obreja

This is the story of how John and her colleagues did it.

They listened across the organisation before putting pen to paper

John consulted people across Selfridges’ organisational levels and locations “before we put pen to paper”. It was critical that ‘inclusion’ did not remain an abstract concept. She asked people: “What does it mean from your experience coming to work? What does it mean for the customers that you’re serving? What does it mean for trade?” Only then could John define Selfridges’ DEI problems and shape the response. The process also created a collective sense of ownership lacking in the 2020 plan. “Every single person in our organisation feels connected to it because in some way they’ve had a voice and had a part in putting that strategy together.”

They did not let hierarchy become an impediment

Consider: what knowledge does your strategy require and are the relevant people involved early enough? John encountered resistance to the notion of involving employees below executive level. “‘That person’s not an exec – they can’t come in and possibly contribute to this’,” she was told before she pushed back. “They absolutely can and they’re going to.”

Where there were “missing voices” in the room she “went down a layer” to find colleagues with relevant knowledge or experiences unavailable to decision-makers.

Different groups require different entry points

John could not rely on a single presentation doing the legwork. “What I discuss with my C-suite is very different from what I discuss with our shop floor,” she said. “It is really important to get everybody on the same page and find the anchor piece that connects your vision, your strategy, to the audience.” For executives, that meant better understanding the relationship between a healthy culture and commercial outcomes; for shop floor employees, that meant understanding how Open to the World affected their experience, opportunities and sense of belonging.

Leaders need to be able to take a central message and make it relevant to their teams. When the translation has worked, every group should be able to answer:

1. Why does this matter?
2. What does it mean in our context?
3. What does it require from us?
4. How will we recognise progress?

Win hearts, move heels, make headlines

“Underpinning our strategy is winning hearts, moving heels, making headlines. Very Selfridges,” said John with a smile. “You’ve got to link the three.”

• Winning hearts: Why should people care?
• Moving heels: What does it mean for them and how have they helped shape it?
• Making headlines: What measurable or observable result should follow?

Check for understanding

Selfridges drew on a cultural assessment containing approximately 70 questions and selected ten for deeper investigation. John and her colleagues asked employees what their answers meant in practice. “When you say you can’t show up as your best self, what does that mean? Talk to me about this. Help me understand.”

Selfridges now uses opinion surveys, quarterly pulse checks and annual reviews to assess whether Open to the World has translated into employees’ everyday experience. “We use that data to understand if it’s translated and it’s working,” said John.

Questions for leaders to consider:

• Can people explain your strategy in their own words?
• Were the people closest to implementing your strategy involved in shaping it?
• Which perspectives or sources of knowledge were absent from the room?
• What should you observe if the strategy is working?
• How will you test whether communication has produced shared understanding?

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5 Ways in Which Alignment Shows Up in the Work of High-Performing Teams

By John Portch

“We’re spending a wonderful amount of time today thinking about cultivating the human, figuring out what it takes to build that capability and execute under pressure,” said Holly Ransom.

The renowned leadership specialist was speaking just moments before she introduced Seth Meyers to the stage at June’s Leaders Sport Performance Summit at the Barclays Center in Brooklyn, New York City.

Meyers, a comedian, broadcaster and producer, instantly built on the theme, with his tales of watching the likes of Will Ferrell, Kristen Wiig, and Jason Sudeikis produce sketches that died a death during read-through sessions (and all too often live onstage) at Saturday Night Live.

“Watching them succeed is something you can do,” he said, “but watching them fail at the table was the real education.”

Meyers made clear his admiration for the writers and producers of SNL who, as he said, “have seen and heard more sketches than anyone in the history of the world”. “It was a reminder of how hard comedy was,” he added. “To fail at this does not mean you’re not funny.”

Crucially, Meyers and his peers failed in what were ultimately safe spaces. They were all the better – and all the funnier – for it.

And it was not just Meyers’ musings. Across both days, we heard from leaders in high-performance environments as diverse as the US Air Force, Juilliard School and the Brooklyn Nets, who lent us their home for two days. Together they delivered insights on how leaders can cultivate environments in which people fail cheaply, learn quickly and perform sustainably.

Below is a selection of five insights that paint a picture of proceedings.

1. You have to cultivate people, not merely manage performance

The Brooklyn Nets have been on an exciting trajectory since the arrival of Sean Marks as General Manager in 2016. His tenure began with a question: “What are we going to stand for?” Marks believed that the Nets needed an identity that meant more than mere wins or losses and he landed upon ‘Brooklyn grit’ – a system of behaviours that extended beyond one, single individual. “It’s really important that you take the responsibility to drive a culture that everybody can observe,” he said.

Marks and the Nets have continually hired the best people, regardless of their professional background. A quick roll call of their staff would reveal people with experience in fields as diverse as soccer, baseball, finance and, of course, basketball. Each is given the platform to perform. He said:

If you give people the opportunity, you empower them to speak up, you empower them that they do have a voice, they’re motivated far more than a group that isn’t empowered to have a voice.

Brooklyn Nets General Manager Sean Marks in coversation with host Holly Ransom. Photo: Leaders Performance Institute / Evan Bernstein

2. The best leaders listen

Across both days, listening emerged as an important performance tool. Whether building an NBA franchise, leading a writers’ room or cultivating future performers, the speakers repeatedly stressed that leaders who genuinely listen create environments where trust, challenge and innovation can flourish.

Marks for one said:

I want a diverse train of thought [and] if I’m going to hang my hat on hiring the very, very best, shame on me if I don’t listen to them.

Similarly, Seth Meyers’ beliefs have been shaped by his time in improvisational comedy as well as his time as a talk show host. He said:

One of the first rules with improvising is you have to be a listener. You can’t build something with a person if you’re just thinking about what you’re saying when you’re talking… and don’t ask questions you’re not actually curious about the answers to.

Seth Meyers on a different New York stage. Photo: Leaders Performance Institute / Evan Bernstein

3. Safe experimentation helps to breed resilience

So what actually happened when a sketch died during SNL read-throughs? What would Meyers do? What if the sketch actually died onstage?

“You have to shake it off,” he said. “You can learn lessons from things that don’t go well, but you can’t bring it with you to your next week’s effort.”

As one of the longest-serving head writers in SNL history, Meyers was responsible for managing exceptionally talented people operating under intense deadlines and, if writers carried every disappointment into the next week, their performance would deteriorate. The key was to try ambitious ideas, accept that many would fail, then learn quickly and move on.

Meyers was echoed by Evan Yionoulis, the Director of the Juilliard’s Drama Division. “If we’re worried about fear, we have to foster an environment where you can be brave,” she said. She tells her students:

‘I believe in you, I brought you into the school. You’re going to graduate, and I’m going to take you all the way there, and I’m going to be patient… I’m not judging you, good or bad’. I’m going ‘what’s the next step to take it further? What’s the next step to take it deeper?’

Evan Yianoulis of the Juilliard School. Photo: Leaders Performance Institute / Evan Bernstein

4. Replace blame with curiosity

Dr Wendy Walsh is the Chief Learning Officer for the US Air Force, a role in which she oversees education for approximately 700,000 personnel. Her work goes beyond training to the creation of conditions that enable learning across a sprawling, complex system. She argues that high-performance environments are “complex adaptive systems made up of continuously changing people, relationships and influences. She argued that learning starts from observation:

It’s the most important thing that we do is to be present with each other… I might not agree with you, but it’s a requirement for me to understand a different person’s perspective, because that will reveal more possibilities.

Dr Wendy Walsh, the Chief Learning Officer of the US Air Force. Photo: Leaders Performance Institute / Evan Bernstein

Walsh was joined onstage by Andrea Tullos, who explained why the US Air Force pivoted from focusing on factors such as strength, endurance and swimming ability in recruitment. Ultimately, they were alarmed by the numbers of recruits dropping out. They shifted the focus to factors such as resilience, learning agility, tolerance for discomfort and motivation. Tullos said:

We need to know who they are before we understand what they can do… [and] it’s not about assigning blame. It’s about understanding how to get up tomorrow to do it all over again as a team and get better.

Andrea Tullos, former lieutenant general in the US Air Force and Founder and CEO of Outperform IQ. Photo: Leaders Performance Institute / Evan Bernstein

5. It’s not about medals but building the conditions that make medals possible

Team USA finished second in both the 2026 Milano Cortina Winter Olympic medals table (behind Norway) and Paralympics medals table (behind China). The United States Olympic and Paralympic Committee wants to be No 1 in both tables in 2030, which means creating the conditions that make future medals possible.

Jen Bryant, the USOPC’s Senior Director of Olympic and Paralympic Performance, told the audience of her organisation’s continuing efforts towards meeting their target. She said:

We couldn’t just focus on what we were going to do at the Games [Milano Cortina]. We needed to spend time building a team that was capable of going and delivering a podium-level performance… We focused on bringing a broader number of athletes through the pipeline… [we asked also ourselves] How are we keeping athletes in sport and then the opportunities to bring new athletes into Olympic sport?

Jen Bryant, the USOPC’s Senior Director of Olympic and Paralympic Performance. Photo: Leaders Performance Institute / Evan Bernstein

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Want to Be an Adaptive Leader? You’d Better Prepare

By John Portch

When Ben Crockett served as Director of Player Development at the Boston Red Sox, he tended to be an early adopter of technology. But it didn’t always work out for the best.

At the 2025 Leaders Sport Performance Summit in London, he shared a decade-old story about a pitch-tracking technology that had been excitedly introduced by the club’s performance team. “It was a tool to help provide the coaches with more information that would help them in their coaching efforts and provide feedback,” said Crockett, who now serves the Red Sox as a Special Assistant of Basketball Operations.

The project proved to be a flop despite the technology doing exactly what it was supposed to do. Today, Crockett understands where his team went wrong. “We didn’t teach it enough; and we actually installed somebody to help operate it, which we thought would be helpful.” However, “in some ways it actually took away the ownership of our coaches for a solution that was ultimately going to help them.”

The Red Sox pitching coaches carried on doing their own thing; the merits of the technology were irrelevant to them. They didn’t trust, understand or see how it would help. “That was a good lesson in terms of what not to,” added Crockett, who shared the stage with Troy Thomson, the Football Operations Manager at the Brisbane Broncos, who had a cautionary tale of his own.

“Quite often, someone over-promises and under-delivers,” he said. “When you finally get the hardware in, it doesn’t quite have the capabilities you need.” It is no wonder that coaches can be wary of new datasets.

Ben Crockett (centre) speaks onstage at the 2025 Leaders Sport Performance Summit in London alongside Troy Thomson (left).

Over the course of half an hour onstage at the Kia Oval, Crockett and Thomson explained why data is valuable only if it can positively influence decision-making and behaviour. Their efforts to refine their approach point to five common principles: transparency, education, alignment, ownership and storytelling.

Transparency – information only matters if people can see it

Data is most useful when athletes understand the metrics, contribute to the resulting discussion and take responsibility for acting upon the information unearthed.

Transparency at the Red Sox, as Crockett explained, is embedded in a system of “continuous feedback loops within session, after session, after games” between coaches and the players, who develop a “continued understanding of where they stand on chasing specific measurable goals that have been agreed upon between the player and the team.” He added that “the athletes today are much more open to getting that type of information”.

Thomson also noted that Broncos players actively seek feedback on their performance metrics. For example, they now “want to finish the session and come and see what their line speed metrics are,” he said.

Education – data must be understood before it can influence decisions

Data can begin to influence decision-making when people understand both the numbers themselves and the behaviours those numbers are intended to shape. As Crockett noted, “it isn’t a one-time presentation; ‘here’s what everything means’. It’s ongoing.”

At the Broncos, Thomson emphasises the importance of helping players understand what data reveals about their performance. The coaches’ role is one of showing rather than simply telling.

He said: “The coaches also work really hard from a visual point of view as well, so being able to show the players technically how they’ve been working is a really important part of the process.”

Alignment – everyone working towards the same goals

To reach a collective understanding of what success looks like and how it is achieved, teams must first establish what matters most. Data can be a useful tool in that regard.

When Crockett discussed the challenge of coordinating a baseball operation that includes Major League, Minor League and player development programmes, he stressed the importance of “clearly defining key metrics that drive value for us at the Major League level and drive value throughout the industry.” Once those metrics have been identified, the task becomes ensuring everybody is working towards the same outcomes. Crockett described how the Red Sox seek to “help align our player development staff and personnel development staff with the things that were most important to driving that value”.

It is a similar story at the Broncos. “We’ve got a whole heap of different stats that we use; so post-game, there’s some standardised stats that we know if you get those processes right, the result will look after itself,” said Thomson, whose team has put in a lot of work behind the scenes. “To be able to bring the whole collective leadership group on the journey was really important.”

Ownership – data belongs to all stakeholders

Crockett and Thomson both argue that data becomes valuable when the people making decisions feel responsible for using it. Crockett’s pitch-tracking debacle is a prime example of what happens when that ownership is absent. As he recalled: “It ended up becoming a bit more of a ‘well, that’s their information and the pitching coach’s; and I’ll do what I’ve just been doing the whole time’.”

To prevent such scenarios, as Thomson explained, teams must create environments in which practitioners feel comfortable sharing ideas, challenging assumptions and seeking new sources of information. He said: “It’s really important to have a psychologically safe environment where we’re challenging each other on a daily basis to be able to find new metrics or new data sets that can actually enhance the programme.” At the Broncos, the software eventually “became part of a routine for us”.

Storytelling – data is most useful when it explains performance

Behavioural change in a data context depends on the story your numbers tell. Thomson repeatedly stressed the importance of using statistics to tell a story because it “adds to the coaching”.

Not that every stat holds the same weight; coaches have a responsibility to “share the relevant data that tell that story to achieve your outcomes”.

The Broncos’ momentum-tracking software is a case in point, as Thomson explained. While initially unsure how useful it would be, the tool was valued because “it allowed the coaches to be able to present the feel of the game”. By helping coaches explain something they previously struggled to articulate, the data became far more powerful as a catalyst for decision-making.

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How to Use Data with Confidence in your Coaching

By John Portch

Ian Costello, the General Manager of Munster Rugby, has loved being back on the grass this summer with the province’s women’s team.

“Matt Brown, the Head Coach, enjoyed putting me through a rigorous interview process,” he tells the Leaders Performance Institute with a smile.

Costello’s appointment to his current post in 2025 came after more than two decades working as a coach in various capacities, including academy coach, defence coach and head coach. “This is the least I’ve been on the grass in the last 20 years,” he continues.

“I love many elements of this role. I love the complexity and how challenging it is, how all the different parts of the performance system are interconnected. It’s like having multiple plates spinning and making decisions on which plates to leave alone to keep spinning and which ones to take down and put under the microscope. Then deciding on any necessary interventions, putting the plate back on and keep it spinning.”

We would say that’s easier said than done, but it actually sounds pretty hard. Costello agrees. “There’s this quote: every time you say ‘yes’ to something, you’re saying ‘no’ to something else. You’ve just got to make sure you’ve got the energy and the headspace to provide the appropriate level of support that your performance team need.”

Here, with Costello’s help, we pose five questions that all leaders should be able to answer.

1. Are you the lead expert or creating the conditions in which expertise flourishes?

“I don’t see my job as leading on the expertise,” says Costello. “I see it around leading on the system and trying to create the conditions where that expertise can flourish; where it’s aligned, where it’s connected, where it’s integrated.”

As a collective, Munster are working towards what he calls their ‘North Star’ (the shared objective of producing winning performances). It’s a phrase Costello enjoys using. “My role is to get the best people in the building, support and challenge appropriately, and create the best conditions for them and the team to succeed.”

He is not there to delve heavily into the coaching, sports science or medical decisions but to build and oversee a system that enables domain experts to succeed together. “How can we be greater than the sum of our interconnected parts?”

2. Do you keep the most important thing the most important thing?

That North Star is essential for Costello when ensuring that the domain experts on the team are all pulling in the same direction, even if they advocate for different courses of action.

“My job is to ensure that we have a shared understanding on what our purpose is and what our direction of travel is,” he says. “We’ve identified what’s the most important elements for performance. We align our energy, our resources, our focus towards that and protect that.”

The key questions are: “Do we provide a clear direction on what it takes to win? And do we keep the most important things the most important?”

3. Have you built enough trust that people will challenge you and each other?

Costello must “understand the demands and pressures of a person’s role, understand their personality and character, how they cope and the support they need” if he is to establish deep, meaningful connections and relationships with his colleagues.

“You want to reach the point where you’re comfortable having difficult conversations where tension is normal,” he says. He refers to it as “task conflict, not relationship conflict.”

“You know it’s all about what makes a team or individuals better, which gives you that necessary and healthy tension in a high-performance environment.”

Costello wants to be “visible and connected” to his team. He ensures he’s “asking good questions and trying to demonstrate a real interest in their role and how it contributes to the team’s performance.” He likens it to providing a soundboard. “They have to bounce things off you or, depending on the area, maybe I’ll provide some suggestions”.

It is, he says, “an iterative process that takes place over time and is based on developing relationships and trust”. To be fully accountable to that process, Costello needs to be “close enough to understand the detail, the context and the situation, but far enough back to see the patterns and the trends” so that he can “understand the important signals versus if they’re just noise”.

4. Do your decision-making processes reduce bias and improve judgement, or simply amplify the loudest voice?

“Everyone’s opinion and input is valued and none of us are smarter than all of us,” says Costello, who emphasises robust processes and strong frameworks when it comes to decision making.

Yet a decision-making framework can only be as good as the information provided, which is why psychological safety is critical.

“You want to build a culture or environment where people have the safety to speak up, offer their opinion, and it’s genuinely welcomed,” he continues.

Again, everyone has to be “really sure on what that North Star is so that if people have certain biases they’re brought to the surface with really good conversations”.

That is not to say that there isn’t a decision-making hierarchy. “You have to have real clarity over who owns a decision because if there’s six or seven people involved, not everyone’s input carries the same weight; it depends on what decision needs to be made and the risk-reward associated with that decision, which will depend on a range of factors.”

5. Are your people connected, aligned and integrated?

Costello wants to avoid silos at all costs. “My role isn’t around specific expertise. It’s around how we connect, align and integrate that expertise.”

He sees this idea reflected in the work of Richard Young, whose writing on performance systems has influenced his thinking.

“Richard Young talks about robust and resilient systems,” says Costello, taking up the theme, “and a robust system is where all the parts are strong independently; and while that’s good, if they’re robust and resilient, it means they’re strong independently and their interconnectedness is strong too.”

At Munster, Costello emphasises the importance of integrated working practice. “We encourage individual departments to be excellent, but stress that the quality of integrated work between departments can potentially have the biggest impact on elements of team performance,” he says.

He highlights the club’s cross-departmental collaborative projects, which bring together specialists around shared performance objectives. “An excellent example of this at Munster is how the medical team and the athletic performance team collaborated around changes to the systems around injury prevention. This had a significant impact on player availability for the season; a factor considered to have a strong correlation with success in high-performance sport.”

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The Three Literacies of Repeat Medal-Winning Systems

By John Portch

When we talk about the next generation, it is not just athletes but coaches and other staff members too.

“I work primarily with staff on a day‑to‑day and they are very young,” said a senior sports scientist working in Major League Baseball.

“They’d be Generation Z; and I think there’s definitely a difference in terms of how I have had to learn to communicate with them and include them in various decisions and thoughts along the way — and I’ll be the first to say I fumbled royally multiple times at first.”

This individual – whose experience is far from unique – was speaking at a recent virtual roundtable for Leaders Performance Institute members on the challenge of working with the next generation. Several in attendance spoke of the different beliefs, values and attitudes that can exist within a single environment.

Over the course of an hour, the table discussed how to better understand those generational differences in a way that meets the needs of all their young people.

The session host Luke Whitworth, the LPI’s Sport Performance Lead, challenged participants to move beyond generational stereotypes. He said: “If we’re going to manage these multi‑generational teams, it comes down to the leader’s ability to understand the behaviours, values and beliefs of younger people.”

A top-down approach, he argued, is not going to cut it; and he posed the table two questions:

1. How are we adapting and evolving our environments to meet those needs?
2. What do those environments need to look like?

The first question set up the second; and collectively the table alighted on five themes.

1. Pursue co-creation

The consensus is that athletes want to have a louder voice in their own development.

As an attendee who coaches at a Premier League academy said, even boys as young as 11 “continue to want instant information; they want more challenge; they want to know what’s next.”

He added:

“At the moment, we are searching for more autonomy and ownership from young players around some of their developmental needs. We’re sitting down with a young boy and having conversations around what are some of the things that you’re really good at; what would you like to achieve this year; what do you think you’re not so great at and could be working on.”

While the player is encouraged to express their views, they are still guided by their coaches.

“We will tell them: ‘whilst we understand that you feel you need to work on these developmental areas, there are definitely other areas that we need you to continue to work on.’”

In several cases, the priorities of younger staff members mirror young athletes’. A sports scientist from a different Premier League club said:

“The younger staff want quicker progression. They want to know what is happening for them to progress into more senior roles.”

A coach from the US system has observed similar ambitions in their context. He said:

“They won’t take ownership if they’re not included in the process.”

It’s a similar story in a military setting, as another attendee observed from their work:

“You have to be really intentional, really painfully deliberate with junior staff members to make sure that they’re engaged and they feel like they’re part of the process.”

2. Make sure individualisation is rooted in identity and purpose

In several key respects, individualisation underpins efforts to co-create the development plans alluded to above, but sometimes, as a player development manager in Major League Baseball pointed out, the players need a helping hand to prevent them from “climbing the wrong mountain”.

He said:

“Over the last year and a half, we’ve really tried to dive in on the first question. And I think our feedback loops have changed because of that. The four things that stood out at the beginning were reflection, ownership, collaboration and impatience – four things that we feel like our players really struggle with.”

As for the solution:

“We’ve started to dive more into identity and their North Star. Why do they do what they do? What are their values? How can we help them? And they’ve really opened up to us just in terms of who they are, where they’re going, what they want to do. And that’s opened the conversation to their actual on-field performance things that we want them to work on.”

3. Be comfortable with digital delivery

Younger generations are digital natives and teams would do well to lean into this.

The player development manager from above said:

“We’ve actually had our coaches start to record 10 to 15 minute videos, send them to players beforehand, and then the actual talk becomes them being able to reflect and digest the information.”

He is not alone, as another attendee from a US NGB explained of her organisation’s approach to identity:

I’m not a coach, I’m not in performance, I’m in operations, but our data analytics team started talking in a really structured way with our 13 to 15-year-old athletes here at the training centre. They ask them what’s their preferred game style, what kind of player they want to be, who they look up to, and have them sit down and make a video of it. And that has been a really cool exercise.

Meanwhile, at the aforementioned Premier League academy, independent video learning is the norm. The coach said:

“We record training sessions and games that go straight onto Hudl for young players to go and watch. They can engage in it however they want.”

4. Promote peer-to-peer learning

Peer-to-peer learning is also essential. Another academy manager, this time in the world of basketball, said:

“The players have discussions internally between themselves and they come back to us with a conclusion as a group.”

At this juncture, he explained it is important to work out who are the key influencers in the playing group.

“We are living in an era of influencers, TikTokers, YouTubers. So who is the guy who has the biggest influence here in our team? And he’s going to be charged with talking to us and delivering the message to the rest of the group.”

Once again, this peer-to-peer dynamic is just as relevant to staff. A programme lead in the US spoke of their ‘zillennial’ staff i.e. those who could reasonably be classed as older Generation Z and younger millennial.

He said:

“When we have to make a big departmental decision, everyone has to bring a piece of paper. They have to write their own ideas down first before they hear anyone else’s and then walk it through as a group. By the end of it, we all come to the agreement like, ‘hey, this is what we’re doing as a team’. That way it’s everyone’s idea versus ‘that wasn’t my idea’.”

5. Re-evaluate staff reporting structures

A senior sports scientist at a Premier League club explained that his club restructured how staff members report to their line managers. He said:

“We added more layers in. Part of the reason for that was to allow some of the younger staff to get more regular feedback, more regular development. We’ve also tried to limit the number that any one clinician will line‑manage so that actually those conversations can happen more readily.”

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Four Questions those Working with the Next Generation Should Ask Themselves

By John Portch

Back-to-Back Masters winner Rory McIlroy shared his preparation strategy in the aftermath of his second triumph at Augusta National.

“I joked last week that this place feels like my home course,” he said. “I haven’t played anywhere else in the last two or three weeks really. I felt prepared in that way. I felt prepared that wherever I hit it on the golf course, I sort of know what to do. I know where to miss. I’m pretty comfortable with all the shots around the greens.”

McIlroy, a six-time major winner, disregarded other PGA Tour events and even chose to ignore a back injury that had been hampering his performance. At one point he even carded a score of 29 on the front nine at Augusta.

“It’s a good blueprint,” he continued. “I’m not going to take three weeks off before every major, but to get to the major venues early, do your preparation, play. And not just play and look at things, but actually play. Go out there with one ball, shoot a score and try to do it that way.”

McIlroy’s successful strategy came not long after our Leaders Meet: the Art of Strategy event at Lord’s Cricket Ground, where a range of guests, including Olympic gold medallist Tabby Stoecker and Lawn Tennis Association Performance Director Michael Bourne discussed how to build, stress-test and execute an effective performance strategy.

We know McIlroy wasn’t there because he was in Georgia, but he, much like yourselves, can check out the chief insights here.

And now on to other happenings at the Leaders Performance Institute in April.

Quote of the month:

Personally, I don’t believe in skills coaches.

These are the words of Rory Teague, who notably spent a year and a half between 2016 and 2017 working as a skills coach under then England men’s rugby union Head Coach Eddie Jones.

A decade on, Teague serves as the Head Coach of French Pro D2 club AS Béziers Hérault and, as he tells the Leaders Performance Institute, would not copy Jones’ appointment in southern France.

“I wouldn’t myself employ a skills coach,” he says. “I think every coach who coaches an area of the game should be able to coach the skill of their area. ‘Skills coach’ as a term has become archaic as coaching has moved along.”

Read the full story here.

We also addressed some of the common tensions, challenges and opportunities in skill acquisition here.

Insight of the month:

British military operations are primed to perform when personnel do not have even 60% of the desired information at hand.

As Aneaka Reay-Kemp, the Lead Military Intelligence Specialist at the UK Ministry of Defence, told the audience at Leaders Meet: the Art of Strategy, they are trained, as she said, to be “comfortable being uncomfortable”.

Rank, she argued, has limited bearing. In fact, the British military has taken steps to reduce the influence of its own hierarchies in moments of uncertainty. She said:

It doesn’t matter what’s on that person’s chest, it doesn’t matter their background, they still bring value no matter how junior they are. So for me, I find that when you’re operating in an environment where you don’t have all the information, understanding your people, understanding their capability, what they bring to the party can help save someone’s life.

Reay-Kemp was one of six guests who brought the day’s proceedings to life.

Shock of the month:

We often hear informally of ‘bad’ environments, but we don’t necessarily expect them to be amongst those considered the very best.

Yet that was the experience of Alexander Campbell, the former principal dancer at the Royal Ballet and Birmingham Royal Ballet when he attended the Royal Ballet School in the early 2000s.

“I struggled so much that I wasn’t sure whether I wanted to continue pursuing a career in ballet,” he said.

He had arrived from his native Sydney mid-term, which didn’t help him to settle, but it was also down to the type of prescriptive teaching that routinely irks younger generations today.

“We weren’t really encouraged to step out of our lane. It was like, ‘you know the steps, you focus on this, and we’ll worry about everything else,’” he added.

When reflecting on that time for Leaders members, he said it was “such a missed opportunity.”

His turn-of-the-century experience as a ballet student shows that the need for teachers to meet their students halfway is not new. Two decades later, talent environments in performing arts, and in sport, must be designed to engage a cohort that wants to know ‘why?’

Campbell, now the Artistic Director of the Royal Academy of Dance, shared his full story here.

Good to know:

What’s the difference between a ‘change’ and a ‘transition’?

A ‘change’ is simply that, but a ‘transition’ refers to the human adaptation required in the face of change.

That is according to John Bull, the Head of High Performance at Management Futures, who posed this question at a virtual roundtable for members of the Leaders Performance Institute where the topic of the day was ‘what makes change stick?’

In simple terms, as Bull explained, change initiatives fail not because the change itself is wrong but because the human transition is misunderstood, ignored or rushed.

“The object of change is quite straightforward; transition can be super complicated,” he said, “and what we tend to do in organisations is not pay nearly enough attention to managing transition. We forget about that.”

To help the virtual room in this regard, he introduced attendees the three phases of transition:

Bull brought these three phases of transition to life by describing how he went through each in response to a postponed work project:

The key thing about stage one is I am still really frustrated and annoyed with certain individuals that have led to that happening. Now, I would say on one level, that’s really understandable. It’s a significant project that we were really excited about; but here’s the key point: it is useless and doesn’t help me one bit. So all the energy that I’m investing in the frustration is not going into the adapting; and what I should be spending much more time on is focusing on what do we need to do to adapt now that change has happened.

Finally…

Four common causes of tension between business and performance… and four opportunities for increased collaboration.

Coming up for Leaders Performance Institute members

The Sport Performance Summit New York

By John Portch

In November 2024, Dr Brett Robinson became the first southern hemisphere Chair of World Rugby, the international governing body of rugby union.

Robinson, a former Wallabies international-turned-sports scientist and C-suite executive, beat France’s Abdelatif Benazzi by 27 votes to 25 in the second round of the election held by World Rugby’s Executive Council.

His narrow majority meant he succeeded Sir Bill Beaumont without a honeymoon period. Yet his achievements thus far, chiefly the implementation of World Rugby’s Impact Beyond 25 programme and building consensus around new laws of the game, have been commendable.

“I’m really proud of where we’ve got to as a game because, when I came into the role, we were fractured and divided,” he told an audience at Leaders Meet: Australia in Brisbane in February.

There were factions within the World Rugby Council that could be divided into England and the Celtic nations on one side with the French and Latin nations on the other. Robinson, as an Australian, said he was “coming into a gunfight between the Celts, the English and the French.”

For all that, in September 2025, the 17th World Rugby General Assembly had endorsed Impact Beyond 25, its five-to-seven-year strategy for developing and promoting the world game heading into the men’s Rugby World Cup in 2027 and Women’s Rugby World Cup in 2029 (both to be hosted in Australia) with the 2028 Olympic Games in LA sandwiched in between.

So what changed? Below, we explore Robinson’s approach to calming rugby’s internal strife.

Brett Robinson (centre) onstage at Leaders Meet: Australia with Rugby Australia’s Director of High Performance Peter Horne and Leaders’ Managing Director Laura McQueen. (Photo: Albert Perez / The Leaders Performance Institute.)

Firstly, he didn’t shy away from the problem

As Robinson explained, “some countries were incredibly frustrated; they wanted to revolt and blow everything up.” Others were about “organisationally working with the change and not being too destructive”.

Almost half of the 52 members of the World Rugby Council voted for Benazzi as Chair. Robinson, who will serve a four-year term, did not shy away from that fact. “We’ve got differences of opinion, we’ve got some challenges, and there’ll be some people that were disappointed after the election,” he said in the aftermath.

In December 2025, he expanded on his thoughts as a guest on the Rugby Unity Podcast. “The system upon which World Rugby is built has been in place for 30 years,” he said. “We have systems that simply don’t work and prevent us from reacting with the necessary speed.” It is worth remembering that he made those observations after Impact Beyond 25 had been launched.

Onstage in Brisbane, he further outlined an enduring sticking point: that France and England account for approximately 70% of the revenue generated in rugby union. This had led to political as well as economic tensions across the different factions; and the question was how World Rugby could engage and incentivise the other unions to align in pursuit of a more equitable distribution.

He ensured World Rugby’s new strategy was a collective endeavour

The Impact Beyond 25 strategy was unanimously ratified just days before the 2025 Women’s Rugby World Cup final, which saw a crowd of 82,957 watch England beat Canada 33-13 at Twickenham.

The timing could not have been better. England 2025 was the most well-attended Women’s World Cup ever. World Rugby’s unions gave their blessing to a global impact plan that, in the international governing body’s own words, ‘is built around three core themes of profile and participation, careers and gender equity, and capability and expertise with the mission of inspiring more women and girls to get into rugby on and off the field of play.’

Most importantly, it bore the fingerprints of all those involved in its creation.

“It’s really important that, in my role, I bring the game together and we agree on what shared success looks like and we pursue it together,” Robinson told Rugby Unity.

He expanded on those comments in Brisbane. “We’ve built a collective plan where we’re all engaged, we’re all incentivised, and we’re all a part of that journey,” he said, adding that the plan includes taking All Blacks and Wallabies Test matches to the United States. Such moves “will help build the fandom that ultimately will drive the commercial outcomes and [increase rugby union’s] market share”.

He accounted for local complexity

“We are not going to do everything from Dublin,” he told the Brisbane audience, name-checking World Rugby’s base and then pointing to the man sat beside him onstage, his former World Rugby colleague Peter Horne, who now serves as Director of High Performance at Rugby Australia.

“What we do is only as good as what he [Horne] can deliver and vice versa.”

In some places, such as Australia and England, Robinson said, “we have an Anglo-Saxon way of governing; we’ve got strong boundaries around the role of the chair, the board, the CEO, the executive. In other parts of the world, they have very different ideas of the president or the chair being an executive authority.”

He cited the example of Argentine Gus Pichot, the former Vice-Chair of World Rugby. “He’s not the chair and he’s not on the board of the Argentine Rugby Union, but he is making every decision coming out of it; and so I have to work with that, acknowledging that I need to keep his chair informed and his CEO informed; but if Gus doesn’t agree with it, it doesn’t happen. And I could say, ‘well, that’s just a crazy way of governing’, but I can’t change it, so I have to work with it. The French are the same; Florian Grill is their president. He’s not the CEO, but he operates as an executive chair.”

On that last note, Robinson said: “I spent a lot of time before Christmas with the French in Paris. I’m going back there in a couple of weeks’ time.” These meetings have proven invaluable. “You have to work really hard to genuinely display that you’re listening and supporting, and they don’t necessarily say ‘yes, yes, yes’, but actually they can see the ‘why’.”

World Rugby is now reaping the rewards of his efforts. “Having the French and the Argentinians now with us, and rebuilding the relationship with the Celts and the English, was probably the biggest challenge that I faced; and now we’re there, we need to push on and deliver.”

He won’t rest on his laurels

“You’ve got to be systematic; from my experience, if you go randomly into anything like this, you are more likely to fail than not,” said Robinson. “You have to set up a proper process.”

He listed the necessary personal qualities of a chairperson: trustworthiness, empathy, and emotional intelligence. He balanced these against an ability to act and make tough decisions. All are essential in a world where alignment is predicated on retaining the trust of the individuals involved in the process.

Robinson then explained that the executive board of World Rugby had just undergone a review. He said: “I’ve been running a process over Christmas where we have a 360 on our behaviours; I’m getting a 360 on me. We’re having a discussion about board effectiveness; how that relates to the implementation of our strategy. We have some blind spots and weaknesses on our board, and we have succession plans that are coming. So those things are really important because it all rots from the head.”

What to read next

Why Change Only Sticks when you Lead your People Through the Transition

By John Portch

“There are no sides”

So said RC Buford, the CEO of the San Antonio Spurs, when recently asked how the NBA team reconciles the commercial and basketball branches of their organisation.

“We’re all on one side,” he added for emphasis.

It is true of the Spurs, where in addition to serving as Spurs CEO, Buford also serves as President of the team’s parent company Spurs Sports & Entertainment.

“There are basketball units that are part of a team and there are business units that are part of a team; and if they’re not working together, neither is going to work.”

It is true of the NBA and the wider sporting world beyond as denser competition schedules, rising commercial pressure and increased performance expectations dissolve the boundaries between business and performance.

Not that all teams have got a handle on this (the Spurs themselves say they have some way to go), which is why the Leaders Performance Institute recently hosted a virtual roundtable for members to identify the common tensions in this area, the biggest opportunities, and the initiatives that have promoted greater alignment and collaboration.

The member comments below have all been lifted from the Slido interactive questionnaire that accompanied the virtual discussion.

Four common sources for the tensions that exist between business and performance

1. The perception of competing agendas

The idea persists that commercial success and performance success are not only mutually exclusive, but actively competing.

‘Is this taking them away from the day job?’ – it’s a common question posed by coaches when their athletes are engaged in commercially focused activities.

The same contributor spoke of the battle for use of facility space by highlighting the ever-present dichotomy of ‘commercial vs performance’.

Another attendee pointed to ‘incentive misalignment’ while another cited a common concern: ‘Do I or my programme get that money or is it going elsewhere in the organisation?’

2. Limited exposure to other units

Business and performance units too often work in silos.

‘They do not understand each other or do not prioritise time to understand each other,’ wrote one attendee, capturing the experience of most practitioners and coaches at the virtual table. ‘Sometimes there may be a lack of understanding of each other’s priorities or needs,’ added another.

Nor does it help that ‘people are often changing organisations and working at larger scale or stakes than previously experienced’.

3. The idea that people don’t necessarily resist alignment, they simply don’t understand what it entails

Since ‘there’s a lack of communication or understanding on what the priority really is’,  as one member suggested, it is not surprising that there is a ‘lack of awareness of opportunities to engage or collaborate’.

Inevitably, ‘sometimes one interest is given precedent over the other’ and, on a daily basis, stakeholders are left asking ‘what’s for external and what’s for internal?’ when it comes to business practices.

4. Individual roles that become ambiguous at cross-department level

There is too often a ‘lack of clarity on individuals’ roles with regards to performance or the organisation’ and that aforementioned tension between external and internal interests has given rise to the perception that ‘business is outward‑facing and performance inward‑facing’.

Four opportunities for increased collaboration

1. Be ahead of the game

Collaboration tends to be an afterthought; and this inertia comes at a cost, as one attendee noted:

‘Some of our best work [in both business and performance] is done with paying clients and externals vs doing it for ourselves – that’s wrong and needs to shift.’

‘Involve performance earlier in the process,’ wrote one member; ‘build shared metrics so both sides are measuring success the same way,’ added another.

2. Find ways to better leverage your team’s efforts

Units are invariably working for the collective good, but this is not always recognised or celebrated collectively.

‘There needs to be better capture of the actual activity that’s going on to use in multiple ways,’ said one member with both commercial and performance interests in mind.

Such a collective approach ‘would also help impact awareness, understanding and people being able to use comms and talk about it more effectively.’

3. Promote decision clarity (and discourage ‘heroes’)

It is best for all if stakeholders can ‘clarify decision rights’, as there tends to be one person who is best-placed to make a judgement in each of a team’s units.

This need not undermine efforts at cross-collaboration. As one member noted, stakeholders must ‘focus on the “80%” and providing consistent delivery’.

Nor should people over-extend themselves to plug gaps. ‘Hero behaviour during tentpole moments creates panic,’ wrote another member.

4. Understand that relationships come first

‘Take time to build the relationships and trust first,’ wrote one attendee. This can help create a ‘greater sense of community beyond the organisation,’ added another.

One member suggested that teams ask themselves: ‘How can our communication be clear and consistent?’

Three approaches that have worked:

1. The creation of cross-functional teams

The table noted the value in having:

• ‘Embedded individuals and the pairing of roles across functions’
• ‘Performance folk always visible in operational and business stand‑up meetings’
• ‘Cross‑department working groups, communities of practice and think tanks’

2. Shared ownership and accountability

One member wrote that commercial and performance operations can flourish ‘when everyone sees the value of what’s being done’.

There should be ‘joint ownership of outcomes and metrics between both sides’.

3. A continuous effort to maintain alignment

No one has fully cracked this and it is incumbent on all to make an effort.

A member recommended ‘genuine and honest perspective-taking of other departments’ before adding that we need to ‘be careful of biases and assumptions’.

Another suggested using ‘tools like SWOT to help people understand what to protect, address, leverage and manage’.

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Business or Basketball? Here’s Why the San Antonio Spurs See Little Distinction

Main Image: Robert Obreja / Leaders Performance Institute

By John Portch

“I tend to think of a strategy as a bridge between where you are and where you’re dreaming of getting to,” said Michael Bourne.

“In order to build the right bridge, you need to understand those two things.”

Bourne, the Performance Director at the Lawn Tennis Association [LTA], was the first to speak at Leaders Meet: the Art of Strategy, which took place at Lord’s Cricket Ground in London in late March.

Members of the Leaders Performance Institute travelled from far and wide for a day that challenged assumptions and provoked some of the sharpest minds in the sports industry to rethink how strategies emerge in high-performance environments.

Bourne was joined on the bill by Milano Cortina mixed skeleton gold medallist, Tabby Stoecker, and speakers from organisations including the Football Association, luxury retailer Selfridges, and the UK Ministry of Defence. Together, they explored how strategies are built, stress-tested and executed by the best in the business.

Below is a snapshot of the day’s proceedings; five fresh insights to help strengthen your own planning and execution.

1. A strategy starts with a brutally honest discussion

Bourne joined the LTA in 2018, when they were two years into their ten-year performance strategy designed to tackle the lack of players coming through the British tennis system.

Yes, Andy Murray had won three majors in recent memory, but the sense was that this was “despite the system, not because of it”.

“In essence, between 2016 and 2017, the organisation undertook a diagnosis of the situation,” said Bourne, “and they came up with a number of different issues”.

This diagnosis, which included a lack of coherent pathways, limited programmes for talent ID, and resources spread too thinly, enabled the LTA to have a long, hard look at itself without pointing fingers at individuals. It lowered stakeholder defensiveness and provided the foundations for what they needed to do next.

Bourne was not present for the diagnosis, but he was recruited shortly after to ensure the LTA adopted the right approach and a coordinated set of actions. But they could not jump ahead. As he said:

I believe that you have to have that first element of the diagnosis and your guiding policy right first.

Michael Bourne, Performance Director at the Lawn Tennis Association, spoke first and set out the hard truths confronting British Tennis back in the mid-2010s. Image: Robert Obreja / Leaders Performance Institute

2. Your strategy must be co-created

At luxury retailer Selfridges, Head of DEI, Recruitment & Onboarding, Sharlene John, faced the challenge of trying to tie her work to commercial outcomes while challenging the idea that DEI is “fluffy” and irrelevant.

The result was Selfridges’ award-winning DEI and culture strategy Open to the World. On John’s watch (she joined Selfridges in 2021), female leadership within the organisation has grown from 32% to almost 70%; Selfridges is also an industry leader in ethnic representation.

Open to the World flourished because of John’s efforts to ensure it was a co-created initiative from the start. She said:

Before we even put pen to paper, it was going out and speaking to my teams, but also my leaders, to understand what does DEI or culture mean to you? And where there was that missing voice, it was bringing people into the room. So not just relying on those senior leaders where we don’t have representation, it was ‘OK, we’ll go down a layer’… I was talking to people across our business with a headcount of around three and a half thousand… We’ve got stores in Manchester, Birmingham, a tech suite in Leicester, and then the flagship in London. I went to every site speaking to people from grade 2, which is our junior role, up to our grade 7, which is exec positions, to understand what Open to the World actually means to them.

Sharlene John, the Head of DEI, Recruitment & Onboarding at Selfridges, describes her organisation’s award-winning Open to the World inclusion programme, which was built by a plurality of stakeholders. Image: Robert Obreja / Leaders Performance Institute

3. Evaluation (and re-evaluation) is continuous

“If you don’t get it right when you’re there in the moment, doing a review process at the end is worthless.”

So said Paul Ford, the former Head of Sport at the British Olympic Association [BOA] who recently joined English Championship side Norwich City as Performance Director. He spoke alongside Tabby Stoecker, the mixed team skeleton gold medallist at the Milano Cortina Games alongside her teammate Matt Weston.

When it comes to in-the-moment tweaks, Ford has a point. The BOA must work with national governing bodies, coaches and athletes continuously throughout a four-year cycle. “It’s making sure that we are doing it hand in hand with our sports as frequently as possible,” Ford added.

A macro ‘plan-do-review’ alone is not adequate. Of competition time itself, he said:

It’s on a daily cycle during delivery mode at a Games. [We ask] what are you planning for this day? What are we doing this day? How has this day gone? Because if you don’t make the most of that experience in the moment, it’s not going to happen for another four years.

Stoecker benefited from this approach, as demonstrated by her success. She said:

There wasn’t just the review of that specific race, but also ‘what are you taking from this that you’re going to change or carry forward for three years’ time, two years’ time, six months’ time?’… you can get quite swept up in what you’re doing and you have these extreme highs and lows. So I think staying focused, and when you’re then doing that and being so process-driven, the results just come.

British Olympic gold medallist Tabby Stoecker is deep in conversation with Paul Ford, the former Head of Sport at the British Olympic Association, as they discuss Team GB’s strategic approach to Olympic cycles and, more specifically, Stoecker’s path to gold in the mixed skeleton at the Milano Cortina Games. Image: Robert Obreja / Leaders Performance Institute

4. Be ready to act on incomplete information

You and your team may enjoy clarity and alignment of purpose, but optimal operating conditions are likely to be elusive whatever your efforts.

With this in mind, Aneaka Reay-Kemp, the Lead Military Intelligence Specialist at the UK Ministry of Defence, told the audience how British military operations are primed to perform when personnel do not have even 60% of the desired information. They are trained, as she said, to be “comfortable being uncomfortable”.

Rank, she argued, has limited bearing. In fact, the British military has taken steps to reduce the influence of its own hierarchies in moments of uncertainty. She said:

It doesn’t matter what’s on that person’s chest, it doesn’t matter their background, they still bring value no matter how junior they are. So for me, I find that when you’re operating in an environment where you don’t have all the information, understanding your people, understanding their capability, what they bring to the party can help save someone’s life.

Aneaka Reay-Kemp, the Lead Military Intelligence Specialist at the UK Ministry of Defence (centre), in conversation with moderator Iain Brunnschweiler (left) and Football Association Head of Strategic Development & Operations, Paul Cleal (right) as she explained what it takes for military personnel to act with incomplete information. Image: Robert Obreja / Leaders Performance Institute

5. What are you ready to discard?

New initiatives, new processes and new ways of thinking are great, but what are you prepared to discard?

“One of the things about strategy is making choices,” says Paul Cleal, who spoke alongside Reay-Kemp in his capacity as Head of Strategic Development & Operations at the Football Association. “If you’re trying to change something, it almost always involves stopping doing something else.”

However, as he has experienced, this is often easier said than done. “If things involve stopping doing something for the new thing you need, a lot of organisations struggle with that.”

Evidence, he explained, is critical in making those choices:

When I walked in three years ago, my job was not to throw things in the bin and do them differently. It was to ask: is what we’re doing now meeting the strategic aims and to what extent do we need to get closer to our strategic aims and what is it we can change?

Paul Cleal, the Head of Strategic Development & Operations at the Football Association, explains why it’s important to discard programmes and processes when they no longer serve the collective. Image: Robert Obreja / Leaders Performance Institute

See you at the Sport Performance Summit in New York?

The Sport Performance Summit New York

By John Portch

“What does good change leadership look like?”

John Bull, the Head of High Performance at Management Futures, poses this question at a virtual roundtable for members of the Leaders Performance Institute where the topic of the day was ‘what makes change stick?’

To set up the conversation, he looked at the twin elements that enable sustained change (people taking ownership of the change and the idea of change itself as a habit) before identifying some of the common sources of resistance.

“There are times where we will resist change, we’ll engage less quickly in it, even when we have to; or we waste energy in how we’re responding to change,” said Bull. “But we also have to understand resistance from others and what that requires of us as leaders.”

People, he explained, resist change for two primary reasons: loss (what they perceive they are losing) and uncertainty or ambiguity. It is not enough for a leader to merely sell the change.

He continued: “If we’re just pushing change and we haven’t understood what people perceive they’re losing, then we run the danger of increasing the resistance rather than decreasing it. By understanding where the resistance is coming from and being able to address that, we’re in a much better position to be able to lead it.”

A ‘change’ or a ‘transition’?

In simple terms, as Bull explained, change initiatives fail not because the change itself is wrong but because the human transition is misunderstood, ignored or rushed.

He illustrated this distinction between ‘change’ and ‘transition’ with a slide:

“The object of change is quite straightforward; transition can be super complicated,” he said, “and what we tend to do in organisations is not pay nearly enough attention to managing transition. We forget about that.”

To help the virtual room in this regard, he introduced attendees the three phases of transition:

These are an adaptation of the ‘unfreeze-change-refreeze’ model of German-American psychologist Kurt Lewin, who drew attention to the emotional and behavioural elements of change. Modern scholars, including William Bridges (whom Bull also namechecks), place an emphasis on the personal dynamic.

Bull brought these three phases of transition to life by describing how he went through each in response to a postponed work project:

The key thing about stage one is I am still really frustrated and annoyed with certain individuals that have led to that happening. Now, I would say on one level, that’s really understandable. It’s a significant project that we were really excited about; but here’s the key point: it is useless and doesn’t help me one bit. So all the energy that I’m investing in the frustration is not going into the adapting; and what I should be spending much more time on is focusing on what do we need to do to adapt now that change has happened.

With the behavioural elements of transition established, Bull then set out what neuroscience tell us about human resistance to change, with reference to the SCARF model.

This framework, devised by neuroscientist David Rock, sets out five domains that influence human social behaviour and motivation. ‘SCARF’ stands for ‘Status-Certainty-Autonomy-Relatedness (Relationships)-Fairness’. Bull explained each in turn:

Depending on their circumstances, people can either feel threatened or rewarded in each of these domains.

“I’m not constantly thinking about the SCARF model,” said Bull. “I use it when I get a response from a client that surprises me; then I’ll go back to the SCARF model and go ‘what might I be missing?’ But it’s also a really good model when you’re thinking about how to frame and communicate the change. Because each of these can give a negative hit, but you can also think about ‘how do I promote this change? How do I sell this change in a way that it highlights how it might increase status? How might it increase autonomy?’

He then returned to the three phases of transition and set out the possible traps to be avoided for both individuals and leaders:

Bull emphasised that these traps reflect predictable human responses when transition is not adroitly led rather than poor intent or capability; and, if anything, leaders often respond with the wrong behaviour at the wrong stage.

He then pivoted towards organisational psychology, specifically the idea of change-curves.

People can respond both positively and negatively to change and these reactions can be plotted on a ‘change curve’. First, he showed the virtual table an example of a negative response to change:

Bull explained the line of trajectory through his own negative experience of discovering that a restaurant in Bath had stopped serving his favourite pizza.

• Initial disbelief/minimising: “My first response was I thought the waiter was wrong. I genuinely just thought the waiter was new and didn’t know.”
• Frustration once the reality hit: “At some point, it dawns on me that the waiter is not wrong and I’m wrong. I do not feel anger but I do have some frustration.”
• Getting mentally stuck on what’s been lost: “What my mind keeps going back to is what I want.”
• Gradual adjustment and acceptance: “I grow up a little bit. I try something on the menu and it’s good.”

He added: “I just want to make the point: you don’t move linearly through each stage. I think of it more as water sloshing through a container. You will be partly in stage one, partly in stage two. So even though I’m intellectually trying to figure out what am I going to have on the menu, I’m still partly in frustration.”

Bull then shares an example of a positive change curve:

He noted that positive change:

• Still involves transition: he gives examples of a promotion, getting married or having children.
• Still includes disillusionment: a new job may come with unexpected pressure, increased responsibility or moments of self-doubt.
• Is usually quicker and shallower: the emotional low point is less deep and people regain confidence and stability more quickly than with negative change.

Next, Bull summarised what people need from their leaders at each phase of transition:

To wrap up his presentation, Bull suggested the ‘Four Ps’ model as a communications tool for members to use in their teams when leading change. It can help hold the process together and ease the psychological demands of transition:

He said: “This isn’t new content, but it’s a new way of presenting it; it tends to be one of the things people remember six months, 12 months later.”

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