Minnows Cash In On What's Free

Here's a happy chap. Chairman of football club Mjallby. A 'fishing village' of just 800 souls. That now clinch an historic Swedish football league title.

It is an astonishing tale. A lowly 47 in the hierarchy in 2016 to Number One today. From budget a mere 15pc of rivals Malmo. The question on everyone's lips, how did they do it?

After the expected platitudes towards hard work which were duly acknowledged as 'everyone could say that', he picked out finding the formula for 'stability' over the past ten years among the team alongside seeking 'continuous improvement' year-on-year. Then he revealed a key component of their identity, from their mantra;

"We need to be best on the things which are free".

Citing such that 'doesn't cost any money' as, "our team spirit, our game plans, our way of preparing, our way of training, our way of running".

The chairman then reiterating that without any financial clout these are the things they must do for themselves, and can demonstrably do better than other, richer opponents.

Which very much echo those fabled NTR elements; no talent required. That many other sporting endeavours have also namechecked. Similar to the office wall list that I blogged on back in 2016.

Indeed, this latter meme spawns numerous slants. Even google results right now provide a list of '10 things that require no talent' in the style of album tracks.

They are such that give you '100% respect', 'drive major success', and 'make all the difference'.

The five points highlighted by the Chairman above translate into direct, concrete meanings in our solution sell world. One's we'd do well to emulate and build on.

These Baltic underdogs made their own list to get them to the top. What's on yours?