Marginal gains, competitive edges and a thirty metre graphic
It was summer 2018.
Jurgen Klopp had just overseen a good campaign at Liverpool. He guided the Reds through a memorable European adventure that took them all the way to the UEFA Champions League final (which they narrowly lost to Real Madrid). Meanwhile, the German also enjoyed domestic success of sorts by finishing 4th in the league and securing UEFA Champions League qualification for the forthcoming season.
With swashbuckling performances becoming a regular occurrence, income guaranteed for the foreseeable future, the prospect of new signings arriving and a dedicated group of progressive coaches hell-bent on further developing the current squad, things were looking rosy. It felt like Liverpool were on the cusp of achieving something special.
So, why then did Klopp decide to risk his results and reputation by hiring throw-in coach Thomas Gronnemark (especially as Klopp had never previously heard of the Dane before their introduction)?
Well, it was to seek out an edge.
Klopp felt that Liverpool were surrendering possession from throw-ins far too often. And given that up to 50 throw-ins take place every match, this was actually turning out to be a pretty big problem. Then, during an analysis session at Melwood, Gronnemark was recommended to Klopp by one of his trusted colleagues and the rest is history.
What’s interesting is that, in the footballing sense, Liverpool were entering uncharted territory.
Hiring a throw-in coach was an unprecedented, brave step. No one else in England had looked at this facet of the game. Critics considered this to be coaching overkill and something of a fad. Unfathomably, some journalists still hold this opinion, despite the club’s subsequently stellar results. Regardless, such views are lazy and limiting.
The reality is that Gronnemark is a highly skilled specialist. Throw-ins are all Gronnemark deals with, day in and day out. He’s a maverick. A creative guy who believes in data and something of a pioneer with a relentless pursuit of perfection; a bit like Klopp himself.
Klopp viewed Gronnemark as someone who could give his team (which was already increasing in power) the kind of marginal gains that would help them take the next step in their development. After all, a small edge makes a big difference in top-level sport.
And so it proved. Gronnemark has helped the squad set new standards. A granular look at the stats reveals that Liverpool have duly transformed their throw-in issues, yet it’s the bigger picture that really demonstrates the worth of marginal gains.
After reaching the final for a second successive year, Liverpool won the UEFA Champions League in May 2019. And, as the Merseysiders close in on a first league title for 30 years (smashing endless records for fun in the process), it’s no wonder that Liverpool still have an exclusive contract with Gronnemark and show no signs of wanting to end their working relationship.
So, what do we make of it all? Well, despite having an army of elite players, coaches, analysts, physios, dieticians and statisticians at his disposal, Jurgen Klopp understands the value of expertise.
Klopp knows that there are always improvements that can be made and boundaries that can be pushed, no matter how talented the team around him is.
And Klopp isn’t the only football manager to seek out marginal gains in the current climate. Far from it. Even Rotherham United have employed sleep geek James Wilson to see if they can help their players reach levels of performance that their opponents can’t (and yes, predictably, the Millers are going strong at the top of League One at the time of writing).
You’ll also find out-of-possession coaches, jumping experts and confidence psychologists lurking around the leagues, whilst Barcelona have even taken to using extra breathable material for the numbers that are printed on the backs of their players’ shirts.
Marginal gains is the future of sport. But remember that having an overwhelming obsession to secure any kind of advantage isn’t just confined to sport. This is a real-world thing that exists everywhere. It’s something that’s born out of necessity. In particular, the idea of seeking out a competitive edge in business has been around for a long, long time.
It’s why you can read about UPS trying to cut down on left-hand turns in order to dramatically save time and petrol.
Or why you can see how Google tested 40 different shades of blue to see which converted better (resulting in a £200m increase in revenue)
Or appreciate how Disney constantly replaces all the flowers at each of their resorts (usually overnight, so no one notices).
For the 2018 World Cup, our client created their own pop up showcase at MATCH House in Russia. The venue needed branding and Junction was tasked with the project, but how do you do that effectively whilst maintaining such a sophisticated vibe?
Well, sometimes there are small wins right under our noses. To most people it was an undecorated house. To us it was a blank canvas full of possibilities. We had a great time creating a World Cup timeline graphic along a 30m area that provided a focal point for the venue and gave the occasion a fitting sense of grandeur and context. It also provided a talking point that was highly visible on social media.
Fact is, most people underestimate the value of consistently making small, seemingly insignificant improvements. Perhaps it’s understandable.
After, a 1% gain doesn’t seem very sexy, does it? Certainly nothing worth chasing, right?
But therein lies the secret.
Your rivals are undoubtedly leaving money on the table. Failing to grasp a competitive edge of any size doesn’t just affect you in the short-term. It limits your potential to earn compound interest on smart decisions and enjoy exponential growth.
Most people prefer to talk about big changes, because big changes imply big results. However, the opposite tends to be true. It’s tiny changes that usually generate the best outcomes.
There’s a reason why Steve Jobs was obsessed with all the small details during Apple’s rapid acceleration into the tech scene. This is the guy who once spoke for 30 minutes about which shade of grey that Apple would use on the restroom signs in their stores. Lots of people would consider this ridiculous, but Jobs knew that small details weren’t just important – they were everything.
At Junction, we leave no stone unturned for our clients.
The sporting calendar remains fairly static each year. It’s the same events taking place at the same time, usually in the same venues. So, even if you run the most amazing sporting event in the world, you still need to establish a point of difference, capitalise on every opportunity and press home any advantage possible.
Like Gronnemark and his throw-ins, visuals and branding are our area of expertise. They’re what we work on every day and they can influence the results that you’re trying to achieve. Quite simply, they can make a good event great.
So, just like with Klopp and Gronnemark, you can either stand back and snigger… or seek out your own competitive edge.
If we've got your creative juices flowing, please feel to call or email for a chat. We don't do hard sell and we love talking design. We're on +44 (0)20 7404 6766 or paul@junctiondesign.co.uk
Paul Emery
Owner, Junction Design