MARKETING AFRICA ISSUE 12/16 | Page 84

remember him after he was coached by Jose? Well he turned out to be one of the best midfielders England has ever seen and a club Legend at Chelsea. Jose knows how to get the best out of his players by using positive reinforcement to perfection. Your team will do well not out of blatant criticism but also out of compliments, morale boosting, mentoring and training them. Your personal input is the best in making sure they give you the best results. As Van Gaal learned painfully, and as Mourinho did at Chelsea last season, no matter how good a leader you think you are, even the best need a team to achieve anything. And if your own team becomes your enemy, you’re toast! Have a Winning Mentality Jose Mourinho knows how to win and when to win. More often than not he will step into the field knowing that his team is the best and deserve to walk away with the three points. That is why he took a winning mentality everywhere he went. He created a strong team spirit that even turned average players into title winners! This, it is said, is thanks to a fierce devotion that he instills in his players. Love What You Do It’s called passion. Here is a simple test of knowing whether you are “ Passion translates to love for the job. Love for the job translates to caring deeply about what you do! It was once reported that Jose Mourinho flouted a UEFA touchline ban by being smuggled into the stadium in a laundry basket! This is what set him apart – sheer will, positivism, and insatiable hunger to win.” passionate about something. Imagine if your bosses never paid you for what you do, would you still do it? Passion translates to love for the job. Love for the job translates to caring deeply about what you do! It was once reported that Jose Mourinho flouted a UEFA touchline ban by being smuggled into the stadium in a laundry basket! This is what set him apart – sheer will, positivism, and insatiable hunger to win. Here is a look at Jose Mourinho’s famous quotes and the marketing lessons that lie there-in! When Mourinho returned to Chelsea for a second spell as manager in 2013, Chelsea took out a 10-year trademark on the ‘Special One’ to allow them to exclusively sell goods with his name attached to them. 82 MAL 12/16 ISSUE Please don’t call me arrogant, but I’m European champion and I think I’m a special one: Perhaps his most famous quote, yet. Have self confidence in yourself, your brand and what you bring to the table. If you don’t believe in yourself, you should not expect anyone to believe in you. The best person to sell you is you! So I know all about the ups and downs of football, I know that one day I will be sacked: Always remember the Kenyan adage ‘Hii kampuni si ya mamako’ (this company isn’t owned by your mother). One day, you may just be fired. It’s the law of the jungle and the corporate world. Especially when you play at home, you need a good atmosphere behind you: The company that supports their marketing efforts 100% always sees the best results. That is why CEOs, Boards and Management teams that are marketing oriented more often than not have their brands performing better than those that are not. I enjoy the work, I enjoy every minute of my professional life: Always, always love the work you do. That is what will keep you going when the lows come. The only thing that we cannot control is our supporters: This is inevitable – carry out a campaign and let it ride its course. You can NEVER control the entire outcome of a campaign. Sit back, evaluate the results and learn from it. But I think it’s more normal for my team to have no success than it is to win two consecutive European cups: Winning isn’t everything. Failure is part of the job. So every time you fail, dust yourself up and push on. That’s life, and more so in marketing!