TOPICSWhy 70% of football results are decided by economics, 10% luck, but what about the 20%?The academic approachThe boardroom issues and how to overcome themKPIs every club should haveThe internal battle that can exist between the TD and Head CoachWhy Manchester United and Arsenal “lost their identity” after major figures leftCutting through the insular business of footballAnalysing over a long period and not game to gameMads’ experience in China and how he forged a successful teamEnacting his strategy as Technical Director to Andre Villas-BoasGoing six transfer windows without signing a player… and then winning the league“Coaches come in thinking they have more power than they have”Underestimating fans and misunderstanding their motivesEvery club wants a great academy supplying players to the first team but why don’t the follow throughThe Declan Rice story and loaning players outMad’s seven-point sustainability modelClub Vision & Strategy - Dividing into four categories in terms and understanding your ambitionPhilosophy (style of play)MethodologyRecruitment StrategyAcademy Master Plan / Youth Development - “The first place we recruit is our academy”Head Coach - It is a disruption for the clubs and the coachesTransfersHow long does it take to deliver this strategy?Which teams are making this strategy work for them Fitting the football club to the culture of the area”The biggest clubs can get away with bad planning”Is the insular world of football opening up a littleThe problem with the US How long does it take?Who is doing this well - Liverpool, Man City, Brentford, AuxerreWhy Real Madrid are not a good exampleWhy doors are opening in football for MadsIs winning the be-all-and-end-all for a clubWhy he does not get called when clubs are winning