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SHIFTING YOUR 
ORGANISATION 
FOR THE 
BETTER
Alistair Smith
Consultant to FA Learning
Align the Capital within your 
organisation
Core Purpose
Clarity
Coherence
Consistency
Community
Organisational 
Capital
The FA: embedding the Learning Approach
A vision of what’s 
possible including a 
coherent Learning 
Philosophy
A development 
approach based on a 
knowledge of learning 
and of human 
development
Roll out across the 
whole FA Community
The FA: embedding the Learning Approach
Number of Coaches Qualified
Courses
2012/13 2011/12 2010/11 2009/10 2008/09 2007/08 2006/07 2005/06 2005/04 2004/03 10 Seasons
Level 1 Award in 
Coaching Football

26614

26747

25313

25840

31961

25386

26880

26642

30935

23501

269819

Level 2 Certificate in 
Coaching Football

4412

4539

4464

4723

4975

3103

3276

3104

2377

1798

36771

UEFA B Licence

380

402

767

709

708

462

365

446

471

322

5032

UEFA A Licence

58

39

25

28

28

29

48

33

43

46

377

UEFA Pro Licence

21

14

17

17

20

21

18

21

24

16

189

FA Youth Award 
Module 1

2828

2854

2589

1869

1584

295

‐

‐

‐

‐

12019

FA Youth Award 
Module 2

1687

1956

1312

946

156

‐

‐

‐

‐

‐

6057

FA Youth Award 
Module 3

203

134

246

18

8

0

0

0

0

0

609

Full FA Youth Award

234

129

28

17

1

0

0

0

0

0

409

FA Advanced Youth 
Award

‐

‐

‐

‐

‐

‐

‐

‐

‐

‐

0

Over  3000 tutors or potential 
tutors or  CFA development 
staff  have attended GTT since 
inception
In the last 10 years, with  all of our 
coaching tutor workforce, over 
330,000 coaches have benefited 
from GTT trained coach 
educators.
Add other disciplines, including 
referees and in excess of 400,000 
that have experienced the Learning 
Approach
The FA: embedding the Learning Approach
Spaced Learning – interleaving and revisiting the key content 
Formative Assessment – competency based, generating specific feedback and 
opportunities to measure progress 
Evidence Based – building on what the learner knows and can do
Collaborative Learning – improving the skills of contributing to a team
Demonstration – participants lead coaching demonstrations and mini‐presentations 
Workplace Support – course tutors support the transfer of theory into practice 
Enquiry‐Based Learning – major studies into tournament and elite level football
Personal Study – work on an aspect of elite level performance 
Case Studies – working on case studies from the industry to generate original 
solutions
Expert Input – invited to contribute and to challenge thinking rather than provide 
ready‐made answers 
The FA: embedding the Learning Approach
1. Connect
What do we already know? What can we already do? 
What do we need to know or do?

1.Connect

Outcomes
What will we learn?
How will we learn?
How will use of learning?

2. Activate
What is/are the problem(s) to be solved?

4. Consolidate

2. Activate

Feedback for Improvement …
3. Demonstrate
What are my/our solutions? How can we improve or 
adapt my/our solutions?

4. Consolidate

3. Demonstrate

Can we transfer our new learning into a real 
situation? How should we do so?
The FA: embedding the Learning Approach
UEFA Pro License
Competency-Based with self, peer and tutor evaluation
Modular and extended to 18 months
Tournament visit using match analysis software loaded onto individual IPads

Advanced Youth Award
Utilises LTPD Model
Built around the FA Four Corners Model: Physical, Technical, Social, Psychological
Linked to EPPP

Elite Coaches Award
First Pilot completed with 18 graduates
Elite European team study linked to match preparation and coaching

Develop the Developers
All FA tutors undertake an intensive Competency-Based ‘Learning to Learn’ programme

Quality Assurance
All FA Tutors quality assured
The FA: embedding the Learning Approach

Team analysis using the FA Four Corners 
Model; Ryan Giggs, Manchester United FC

Developing Communication Skills; Chris 
Powell, Charlton Athletic FC

Live match analysis using FA coding 
software; Stefan Henchoz
Individual 
Capital
Invest in Positivity and in Purpose: 
some facts…
Oscar winners outlive Oscar nominees by on average 4 years
Exercising for just 15 minutes a day can increase your life 
expectancy – and so can a positive mood state
People who take an active role in sports clubs enhance their well‐
being, improve their health and life expectancy
Choral singing releases endorphins , so does successful co‐operation 
on projects with non‐family
People report strong positive feelings when they are in 
environments with natural vegetation, water and panoramic views
Physical activity is as effective as medicine in treating depression
Positive and Proactive…
Friendship Networks
Family Support
Sufficient Sleep
Regular Exercise
Balanced Diet
Mutually Supportive Long‐Term Relationship
Hobby or Interest
Faith (or strong belief system)
Job Satisfaction
Sufficiently Remunerated  
Reflective 
Strong locus of control
Positivity and Purpose in your staff and 
volunteers:
Higher levels of subjective well being are associated with improved 
morale, greater creativity and productivity
In research conducted  by Harvard University negative emotions 
facilitated narrowly focused, defensive critical thinking and decision‐
making, whereas positive emotions  facilitated creative tolerant 
thinking and generated more solutions
In a study of  over 200 workers over an 18 month period happier 
people obtained better evaluations and more pay awards than 
unhappier counterparts
Volunteering and charitable giving both improve subjective well being
People who feel good about who they are and what they do have 
higher levels of subjective well being
Social Capital
Invest in Social Capital
Behaviour is shaped more by groups much more than by 
individuals. Cohesive groups with less individual talent 
often outperform groups with superstars who don’t work 
as a team.  
Professional development does not have much impact on 
performance when it relies on individual learning and does 
not focus on follow‐through support for teams to learn 
together. Success in any innovation is determined by the 
degree of social capital in the culture of your own 
organisation.
So, take your 
people with you…
1. Envision Possibility 
2. Embrace Opportunity
3. Enrol Community 
4. Empower Identity 
5. Establish Accountability 
6. Embed Practicality
SHIFTING YOUR 
ORGANISATION 
FOR THE 
BETTER
Alistair Smith
Consultant to FA Learning

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Shifting your organisation for the better by Alistair Smith