The Rugby Black Book
How the black book led to England winning the 2003 Rugby World Cup.
Sir Clive Woodward's "black book" is often cited as one of the key reasons that England won the 2003 World Cup. "Failure to plan is planning to fail" seems as good a reason to try to use some of the ideas used in this world cup winning coach's document.
What is the "black book"?
It sets out where the team has come from, where it is going and how it is going to get there. It defines the team culture, objectives and what each element of the team stands for.
Reasons to create your own black book
1. Focus: It helps you, as the coach, focus on the goals and aspirations for the team. This may be more illuminating than you think when you sit down to do it!
2. Selling the team message: With a reference point, the team can be told and sold the ideas more effectively. The best black book will have been discussed with all the players and support staff (stakeholders) and to a certain extent agreed. Policies are easier to implement based on the "black book" objectives.
3. The pressure is off: Many of the coaching headaches are not about playing the game itself, but getting the required number of players onto the pitch at the right time, in the right gear and in the right mind. Passing and catching the ball seem like a bonus at times. The book goes someway to answer those questions, giving you more time to focus on the game.
An eye for detail?
Early in Sir Clive's reign, well before the 2003 World Cup, a new member of the medical staff turned up to help at a training session. Eager to please and not yet awash with new kit, the nervous medic donned a cap he had bought at a previous international game.
At the session, he spys CW in the distance, but is surprised as the England supremo walks smartly towards him. Before he can even greet the coach, Woodward grabs the medic's cap, throws it to one side and immediately calls for an O2 cap to replace the offending Cellnet item. An eye for detail or making sure your corporate sponsors are happy?
What was in England's black book?
Objectives for players, head coach and management.
A code of conduct for everyone.
Team policies and procedures.
Notes about getting ready for an international match.
A "Who's Who" of players, staff and officials.
Information about the support teams: medical, technical, media, sponsorship.
- A schedule up to the World Cup.
Don't worry about...
1. The length of your book: Small is beautiful, less is more. Players and support staff won't want to wade through pages and pages of ramblings. Keep it simple and short. You can always fill in the gaps later.
The black book is the starting point. It cannot play the game for you.
2. The language: Woodward is a well known user of "business speak", but he also knows that when he needs to make a clear message, he needs to speak to everyone. Make the book practical, not inspirational.
3. Getting started: This is a classic "leave it until a long winter's evening" project, one sheet of A4 is as good as a weighty manual. Remember the thinking process is as important to you as getting it down on paper.