5. Match the Message to the Moment When it came to communicating - TopicsExpress

5. Match the Message to the Moment When it came to communicating decisions to his players, Ferguson—perhaps surprisingly for a manager with a reputation for being tough and demanding—worked hard to tailor his words to the situation. When he had to tell a player who might have been expecting to start that he wouldn’t be starting, he would approach it as a delicate assignment. “I do it privately,” he told us. “It’s not easy. I say, ‘Look, I might be making a mistake here’—I always say that—‘but I think this is the best team for today.’ I try to give them a bit of confidence, telling them that it is only tactical and that bigger games are coming up.” Sir Alex Ferguson

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