The Playbook for Marketers: Lessons from Football Coach José Mourinho

"I always say that the best teams are not the ones with the best players. It's the teams with the best relationships." - José Mourinho

When it comes to winning on the field, few coaches have had as much success as José Mourinho. Throughout his career, he's led teams to numerous league titles, cup wins, and even multiple UEFA Champions League victories. But what can marketers learn from his coaching style?

In this post, I'll explore some key lessons that can be applied to the world of marketing from Netflix's series "The Playbook: A Coach's Rules for Life," where world-renowned soccer manager, José Mourinho, shares his six rules for life. These rules, which he has developed over his illustrious career, have helped him lead teams to victory on the world stage. But as Mourinho explains in the episode, these rules can also be applied to other fields and not just in sports.

As a long-time fan of the legendary Portuguese manager, whose unwavering authenticity in our era of mass conformity is truly refreshing, I'd like to take this moment to celebrate his 60th birthday by illustrating how his battles with the media and methods for motivating winning teams can be seamlessly applied to the world of marketing.

1. Understand Your Audience

"People there [in Porto], they demand that spirit, they demand that sacrifice. Like, in Portugal, we used to say, "You sweat the shirt." The game finishes and your shirt is full of sweat. You give everything. The first thing that the club had to recover was these principles that make people become again in love with your team." - José Mourinho

Mourinho uses the relationship between FC Porto and its fans as an example of understanding the values of the audience and showing commitment to their cause.

"We wanted homegrown players, players with a deep feeling for the club. People that they could say, "This is one of us." And players with that sense of competitiveness, aggression, sacrifice. We had to make a special recruitment from smaller clubs, and that was very important. That heart, nucleus of the team, was people from them. And we got players without titles, without international experience."

Mourinho attributes the team’s success in the ensuing two years, winning the Portuguese league, Portuguese Cup, UEFA Cup, and UEFA Champions League, without losing a single match at home, to the profile of the team.

"The relationship between FC Porto and its fans is one of the most beautiful things I've ever seen in my life. They understand the values of the club. They understand the culture of the club. They understand the history of the club. And they feel it."

Mourinho is known to spend hours pouring over footage of opposing teams, looking for weaknesses to exploit. In the same way, marketers need to have a deep understanding of their target audience. By thoroughly researching and analyzing customer data, you'll be able to better understand their needs and tailor your messaging to meet them.

Example: A company that sells eco-friendly products may conduct surveys and focus groups to better understand the motivations and concerns of their target audience, in order to tailor their messaging and product offerings to better align with those values.

2. If You Are Prepared for the Worst, You Are Prepared

"In 2003-2004, we qualified for the Champions League and we were going to play against Manchester United. They were the best team in Europe at the time. And we were the underdogs." - José Mourinho

Mourinho uses the example of FC Porto's UEFA Champions League match against Manchester United in the 2003-04 season to demonstrate the importance of being prepared for the worst-case scenario.

"And I thought, if we get Manchester United in the draw, my players, they are going to be disappointed. So, I'm going to try to create an atmosphere where everybody wants Manchester United. I was telling non-stop that, 'I want Manchester United. I want Manchester United. I hope Manchester United is the one that we are going to get.' If they come, good. I create already a state of mind where we want them. If they don't get, better, because we will get an easier opponent!"

Due to Mourinho’s decision, his team was tremendous in the first game versus Manchester United. The team played aggressively instead of defensively. They showed their determination to beat a more storied opponent and won a tight first leg game 2-1.

Mourinho is known for his focus on defense, and his teams are often structured to be difficult to break down. This "park the bus" strategy may seem negative, but it's all about being prepared for any situation. Marketers should have a crisis management plan in place and always be ready for the worst-case scenario such as a crisis communication plan ready in case of negative press or a contingency budget in case of unexpected expenses. By being prepared for the worst, marketers can ensure that they are always ready to respond to any situation.

Example: A company may conduct a comprehensive risk assessment to anticipate and plan for potential crises, such as a product recall or negative publicity. Having a crisis management plan in place and being prepared to respond quickly and effectively can mitigate the damage and minimize the impact on the company's reputation.

3. The Underdog Attack

"We were playing Manchester United in the Champions League and we were losing 1-0 at half-time. And I said to my players, 'The best way to play against the best team in Europe is to be the underdogs. And the best way to be the underdogs is to be losing 1-0 at half-time." - José Mourinho

Mourinho uses the example of FC Porto's match against Manchester United in the UEFA Champions League to demonstrate the importance of the underdog attack. Until that moment a Portuguese team had never won a knockout tie on English soil. They would have to make history to progress.

"You need to find the right moment to be aggressive. Sometimes, you feel the big stadium is changing. You feel the noise is different. If they need to score, the stadium would be incredible noise, to push them. When that result is good for them, they are a little bit scared. And Manchester United was in that period of silence. And that silence tells me that they are more defensive than offensive. They are controlling timings."

Mourinho explains how he decided to up the tempo and strike when his opponent was at their most vulnerable.

"I realize that they are scared of mistakes, so when this moment started was when we start risking and pushing them. And face that fear with incredible courage and with incredible aggression. So, we start going. Attacking, attacking, attacking. Minute 90 direct free kick. I knew that it was our chance. You have to believe that you can beat the best team in Europe. We need to face this moment of fear with lots of courage. You can run away, you can hide yourself, or you can attack the guys."

Mourinho recalls how Porto scored the winning goal and the incredible feeling that followed. He admits they were not the best team but found a strategy that opened the door for Porto to go on to win the UEFA Champions League. After that night, Mourinho had two of the big English clubs contact him. For the majority of his players, it was the same. It was a new life for them all.

Mourinho has had success as the underdog, and he's not afraid to take risks. Marketers can learn from this by not being afraid to challenge the status quo, and finding new and innovative ways to reach and engage their audience. Equally so, striking when the market is advantageous to you is more than often just as important as how you execute your strategy. Just like in football, timing is crucial for a marketing campaign.

Example: A small startup in a crowded market may differentiate itself by being bold and taking risks, such as running a controversial or provocative marketing campaign that sets it apart from its competitors.

4. Some Rules Are Meant to Be Broken

"I was suspended for two matches in the quarterfinals of the Champions League against Bayern Munich. But I decided to hide in the dressing room to be with my players during the match." - José Mourinho

Mourinho uses the example of hiding in the dressing room while he was suspended to demonstrate the importance of breaking rules for the benefit of the team.

"I couldn't be on the bench, and I couldn't be in the dressing room. But it was a big game against Bayern Munich in the quarterfinals, and I thought, this is the kind of game where they really, really need me. They need what I used to call that skin-to-skin connection, where you are there, where they feel you, they listen to you, where you can share emotions.... And I felt so frustrated. I want to be with my players, even against the rules. But I don't want to be in trouble. So, do I risk my career? And after thinking about it, I made the decision of being in the dressing room. If I go to the dressing room very early, nobody can find me, you know? After the game, empty stadium, empty streets, I will walk home, no problem at all."

Mourinho’s risk proved to be the push his Chelsea team needed to beat Bayern 4-2 away, winning 5-4 on aggregate after having lost the first leg 2-1.

"We won the game, but it's not about that. What I did in that game, in that dressing room, was something that. I'm not proud of it because I went against the rules. But I'm proud of it as a leader. I'm proud of it as a player's friend. I'm proud of it because I did it for my boys. For your family, you do anything. Even break the rules."

Mourinho is known for his ability to adapt his tactics to suit the situation. Marketers need to be able to do the same. By being open to new ideas and willing to try new things, even if it means breaking the rules, you'll be better able to stay ahead of the curve. Experiment with new tactics, take a bold stance on a controversial issue or embrace a new channel that your competitors haven't yet explored.

Example: A company may break away from traditional marketing methods and try new and innovative ways to reach its audience, such as using virtual reality or influencer marketing.

5. The Train Doesn't Stop Twice

"When I was a teen, my father also a coach, he did an amazing job in one Portuguese club. He took the club to the Portuguese Cup final. So, incredible achievement. And, he had a very important offer to leave. But my father has a big heart. And, he decided to stay. A few months later, he was sacked." - José Mourinho

Mourinho uses the example of learning from his father’s life in deciding whether or not to accept a job offer from Real Madrid during the UEFA Champions League tournament, demonstrating the importance of not missing opportunities and moving on.

"To go to Madrid and to face the biggest challenge any coach or any team could have, which was to try to beat Barcelona, the best team of that moment, to try to beat them and win the Spanish league. And I thought, 'I have to make a decision.'"

Mourinho shares that he always had a dream which was to win the championship in the three biggest leagues in Europe. As he had already achieved this in England and Italy, he knew he had to try to accomplish it in Spain, too.

"After two successful seasons at Inter Milan, I led the team to victory in the Champions League in the 2009-10 season. And during the tournament, I received an offer from Real Madrid. And I accepted the job the next day."

In marketing, it's essential to always be on the lookout for new opportunities and to be willing to seize them when they arise. This could mean pivoting your strategy in response to changes in the market, investing in new technologies, or taking advantage of a new trend. By not missing time-sensitive opportunities, marketers can stay ahead of the curve and continue to grow their businesses even when the tide changes.

Mourinho's teams always seem to bounce back, even in the face of a tough loss or a string of poor results. Marketers need to have the same mentality. By being resilient and not giving up, you'll be able to achieve your marketing goals. Likewise, when it comes to your career, focus on whether a position fulfills your individual goals. Remember, company loyalty might serve you today, but organizational losses could lead to your dismissal tomorrow. Always keep your eyes on the prize.

Example: A company that experiences a setback, such as a significant drop in sales or a major change in market conditions, may instead of giving up, seize the opportunity to re-evaluate its strategies and find new ways to adapt and stay competitive. For example, when the COVID-19 pandemic hit and physical stores closed, an online fashion retailer may have seized a golden opportunity to pivot their business model and focus on e-commerce and home deliveries. This allows them to continue to generate revenue and stay competitive in a rapidly changing market.

6. Don't Coach the Player, Coach the Team

"I positioned Cristiano Ronaldo as a number 9 for Real Madrid in the Copa del Rey Final versus Barcelona in 2011. Despite having 3 other number 9's in the squad. But sometimes, you have to move the pieces of the chess, to try to create the best solution for the team." - José Mourinho

Mourinho uses the example of positioning Cristiano Ronaldo as a number 9 in a match to demonstrate the importance of not coaching the player but coaching the team.

"If you are not able to coach the big players, you are not able to coach anyone. It's very important for a coach to understand, you are not going to teach them how to play football. You are not going to teach Ronaldo how to take a free kick. You are not going to teach Ibra how to hold a ball on his chest. You are not going to teach Drogba how to attack the first post and score in the air. You are going to teach them how to play football in that team."

The first time Cristiano Ronaldo ever played in a number 9 position was in the 2011 Copa del Rey (Spanish Cup) final for Real Madrid against its arch-rivals Barcelona. A tournament they hadn’t won in 18 years. This was a bold move by the Portuguese manager against the best team in the world at the time. The decision would shape the renowned five-time Ballon d'Or winner's achievements for the rest of his career.

Mourinho explains that players have to understand the game because, during the game, he cannot make decisions for them. They are guided, and they discover the way. He has to help them, but they have to go by themselves. They have to understand why. The Portuguese maestro's courageous tactic paid off as Real Madrid was crowned Copa del Rey champions in Mourinho’s debut season at the club whose result was decided by Ronaldo's solitary goal, vindicating the manager's bold decision.

In marketing, it's important to not just focus on individual tactics or channels but to take a holistic approach to strategy. This could mean evaluating the team's overall performance, identifying areas of improvement, and making changes that will benefit the team as a whole. By focusing on the team rather than the individual, marketers can create more effective, cohesive campaigns that drive better results. Mourinho focuses on building a strong team rather than just coaching individual players. Marketers should do the same by building a strong team and fostering collaboration, rather than just focusing on individual efforts.

Example: A marketing department may encourage collaboration and teamwork by implementing a cross-functional team approach, with members from different departments working together to develop and execute a cohesive marketing strategy.

The Playbook for Success

"Football is a bit of everything. It’s an art, but football is also heart. It is about winning. I made mistakes, and maybe some people don’t agree with my opinions, but it’s not about that. For me, the concept of a team is one of the most beautiful things. What we have as a part of teams everywhere through the times is the camaraderie and togetherness even today. The trophies we won along the way stay in football’s history. There is a human side to football – team, brotherhood, family, these things last forever."

The six rules for life outlined by José Mourinho can be applied to both the sporting and business world, and demonstrate the importance of adaptability, strategic thinking, and a commitment to the team.

By understanding your audience, being prepared for the worst, taking risks as the underdog, being adaptable, being resilient, and focusing on building a strong team, you'll be able to achieve your marketing goals and win the game.

As Mourinho says, the best teams are not necessarily the ones with the best players, but the ones with the best relationships. By following these rules, marketers too can create strong, effective teams that drive results.