Heavy Metal Football - A positioning masterclass for new leaders
Jurgen Klopp and his philosophy
With ‘Heavy Metal Football’ Jurgen Klopp has shown us all the true power of positioning. If you are not a football fan don’t worry, to follow this story all you need to know is:
1. He ended years of underperformance, to bring silverware and glory days back to Liverpool (read: it’s been a restoration project)
2. His team are top of the league (read: he is outperforming the market).
3. He has done it without the bewildering financial investment of other top teams (read: he was well outspent)
4. He has announced he is leaving the club at the end of this season, and if he said his next job would be in Tibet then his star players would follow him (read: he created true advocates amongst his staff)
Which leader doesn’t face those challenges, and wouldn’t kill for that scorecard in 5 years?
So, Heavy Metal Football … it’s a truly brilliant positioning.
Three words that no one had put together before summarising the disruption and relentless energy that defines Liverpool FC’s different approach to the game.
“He [referring to then Arsenal’s coach Arsene Wenger] likes having the ball, playing football, passes. It’s like an orchestra. But it’s a silent song. I like heavy metal more. I always want it loud.”
Liverpool don’t always win, but now they always play that way.
In truth, many aspects of heavy metal football aren’t unique to Klopp. Other teams play in similar ways. Pressing the opposition, faster counterattacks, etc. Klopp turned it up to 11 and made it Liverpool’s brand of football.
It’s not just words, it’s a strategy. He has made a deliberate choice not to play the way his successful rivals do and persuaded everyone to accept the sacrifices, risks and rewards that come with that.
If you are a fan it’s not always been easy to watch. Their games can be wild, high-scoring affairs, and sometimes the tactics feel pretty reckless. But, what seemed crazy at the time is now all justified by the results.
“I don’t like winning with 80% [possession]. Sorry that is not enough for me. Fighting football, not serenity football, that is what I like.”
Think about this as a masterclass in positioning strategy.
Heavy metal football makes people want to lean in and learn more. It’s fresh language that is both new and familiar. He has instantly given his style of play a soundtrack and an unapologetic attitude, his team feel strong and intimidating before they have even got on the pitch. The players know what is expected and they are empowered to do things other teams wouldn’t, and the fans and media all tune in to watch it play out.
This is a differentiated positioning at its best. It’s not the normal category cliches. It is clear, stands out, and gets everyone onboard with the direction the new leader wants to set. It defines the culture, and through several cycles of players in the team they have maintained it, so it is sustainable.Strategy godfather Michael Porter would be proud.
“A company can outperform rivals only if it can establish a difference that it can preserve.”
You don’t have to be a football lover (which I am), a Liverpool fan (which I am not), or a heavy metal lover (also not … do Guns & Roses count?) to appreciate what Jurgen has done for his organisation are the foundational ingredients for success in yours.
A clearly defined goal
A clear decision about where and how to play in a crowded category, with strong competitors
A fresh, differentiated and sustainable positioning.
An ethos that shines through the staff and raises everyone’s standards.
Expressed in a memorable narrative that brings it all together
Now, I am not entirely sure what heavy metal banking, asset management or tech support would look like…but it’s fun to think about these categories in fresh language like this. Even more exciting is what is possible with a differentiated positioning that shakes up what everybody took to best practice as Klopp did.
So, whatever type of organisation you are trying to restore/drive performance/ shape behaviours/ create advocates with…get a sharp and differentiated positioning, and then stand back and watch what your team can do on the pitch.