Summary

21st Club stands for the spirit of winning by thinking differently.

21st Club stands for the spirit of winning by thinking differently. Not only is it more fun to out-think rather than out-spend the competition, it also makes more sense. Achieving success in this way invariably creates a more attractive, profitable and sustainable football club.Five years ago we started to serve those like-minded souls in the game with smart tools and fresh concepts to challenge the received wisdoms that can hinder progress. A movement was started that became a catalyst for a new way of thinking in football. The conversation is changing, and we are proud to be a part of the more ambitious and strategic boardroom culture that is taking hold throughout the game.Presenting some of the stories, case studies and statistical models that we've created on our journey so far, Changing The Conversation Volume II is designed to give you the confidence to see your everyday challenges in a new light as you shape the future of your organisation.