Embedding values takes time, and Commens says you know it has worked when players start using the language back to you and between each other. That only happens if the coach uses it first; he recalls a mentor pushing him to tie a technical point about first touch to the value of being skilful. The hardest moment is under scoreboard pressure, which is exactly when the coach must show the result matters less than the behaviour. Watch the full masterclass: Values based coaching.
