For a long time, I felt an instinctive need to go beyond what was expected of me. 

I stayed late when necessary, travelled to unexpected places, attended extra matches, and spent more time than planned discussing Training Sessions. 

Yet, if I’m honest, there was always a small voice inside questioning whether I was simply being taken advantage of. 

Looking back now, I can say with confidence: those were some of the best decisions I ever made.

I still do it now, with the good and bad things attached, but this feeling of never being enough, the need to go the extra-mile keeps me pushing boundaries, taking consecutive Courses, learning more, understanding things better, have more experiences, read more, and it comes to a time where it all adds up.

Significantly.

This means scenarios as:
. It’s needed to stay hours – “I’m here”

. It’s needed to go somewhere – “I’m here”

. It’s needed to see more matches – “I’m here”

. It’s needed to spend more time discussing training sessions – “I’m here”

And so on…

None of those was on the initial agreement, naturally!

But there’s people that do it regardless.

Today, being approached daily with people trying to present X or Y, I try always to be very conscious about the way things are presented – is your approach oriented to be a partner, a pleaser or a provider/client ?

The difference is immense here.

1. A pleaser is someone eager to be associated with your brand at almost any cost. They’ll adjust, customize, and bend their offer in hopes of proving their value. Usually, these are newer players in the market, still searching for their place, often uncertain about the real mutual benefits of a collaboration. They can bring flexibility and enthusiasm, but their insecurity may come at a cost if the partnership lacks balance.
2. A provider, or client approach, is the simplest – we offer X and you buy from us, at our market price. It’s transactional, commercial. Less flexibility in negotiating, standardized products or services, the meetings are generally boring as it’s only a presentation of whatever it’s there to present. On the other hand, there’s a sense of security – normally these are established brands as well (regardless of the level of market penetration, you’re not the first one).
3. A partner is different. A partner is someone with a considerable level of experience, one that wants to be part of something, but wants to see the numbers, the case studies and the mutual benefits. A partner comes with experience and a proven track record but also with curiosity and ambition. Someone interested in growing together, willing to invest in people, or invest their time or expertise to build something significant, together. The key word here is that – together.

Why is this so relevant for me?

Because there are multiple times where the Vision isn’t shared, the Objectives don’t align with the person in front of you and you must immediately understand that, at a risk of establishing a deal that will cost you more than benefits.

Partnerships that drain more than they deliver. 

Over time, I’ve learned to ask a simple but powerful question: “What value will this partnership bring to both?” 

And if the immediate response is about personal gain — “What’s in it for me?” or “What will my benefits be?” — it’s a warning sign.

Therefore, in Business as in Football, prepare yourself first.

Start with you, and make sure you know where you’re heading, your Vision and Objectives.

The right partners will follow.

I still do this everyday, always.

In the future, I’ll explore another topic that sits at the heart of Sustainable Success in Football Organizations and Management: Human Resources. 

We’ll look at the challenges Clubs face in building Long-Term Sustainability, and why the modern approach to TLC — Talent, Learning, and Culture — might be the game-changer many Clubs have been missing.

Stay tuned!