Building a culture comes down to four or five things, he says: be clear on purpose and goals, be selective about what actually makes the difference, set out the values and behaviours you expect, and then live them yourself as the coach. Culture, on his account, matters more than the technical, tactical or strategic plan. Learn from the All Blacks symbols and mantras without copying them, because durable beliefs take years. Watch the full masterclass: Changing & developing a culture.
