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'In his usual and very accurate way, Damian Hughes has studied and documented the genius of Alex Ferguson. Alex's extraordinary and exceptional ability to bring about improvement and change ahead of the field is brought to life in this book. Knowing both Damian and Alex this book is a must read for the sporting enthusiast.' Bill Sweetenham, former National Performance Director British Swimming, and coach to over 40 Olympic champions 'Damian Hughes challenges traditional coaching methods by encouraging coaches to maintain strong principles supported by self-awareness and the ability to adapt and change through the myriad of leadership challenges (and opportunities!). In this excellent book, Damian's inquisitive and insightful mind breaks down one of the greatest coaches in the history of sport. With examples from Sir Alex Ferguson's distinguished career, he masterfully illustrates a range of key principles which can be applied by any fan, coach or business leader.' Trent Robinson, head coach Sydney Roosters Rugby League and coach of the year, 2014 'Alex Ferguson was the master technician, the master psychologist. This book uncovers Ferguson's psychological techniques, along side Professor Hughes' analysis. The book flows, like great football, like the best Manchester United teams under the great man himself.' Professor Geoff Beattie, Psychologist, Edge Hill University 'An understanding of the mind's ways is a crucial part of being an elite athlete. I'm always learning about this area and there are always ways to improve. Damian Hughes has helped me become better equipped to deal with the mental stresses I encounter on court. He has helped me to reduce the fuzziness, and see things clearly when under pressure and I am confident that this book will do the same.' James Willstrop, World no. 1 Squash Player 'Elite coaching and leadership is about making the comfortable uncomfortable whilst helping the uncomfortable to become comfortable with change. Sir Alex Ferguson was the very best at that and Professor Damian Hughes has produced a compelling book which explains how he did this. I couldn't put it down and I am confident that you will find much in here to help you achieve success in your own chosen field.' Charles van Commenee, UK Athletics and 2012 GB Olympic Head Coach
Bill Bradshaw is a freelance photographer who works for businesses and publications all over UK, and recently, the rest of the world. He started photographing Cider in 2004 as part of a HLF documentary project and has continued ever since. He started blogging about Cider at IAMCIDER.blogspot.com and now travels internationally on the cider circuit exploring cider cultures all over the world.
"An understanding of the mind's ways is a crucial part of being an elite athlete. I'm always learning about this area and there are always ways to improve. Damian Hughes has helped me become better equipped to deal with the mental stresses I encounter on court. He has helped me to reduce the fuzziness, and see things clearly when under pressure." James Willstrop, World no. 1 squash player