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BigChange ambassador Kevin Keegan OBE returned to Elland Road, home of Leeds United FC, to share tales from his time playing top flight football and the leadership lessons he learnt playing and managing the beautiful game.

He joined BigChange founder and CEO Martin Port, and Leeds United’s Head of Commercial Stuart Dodsley to discuss how his experience could help business leaders to build back stronger post-Covid. 

Together, they talked through their experiences of motivating people when times were tough, embracing diversity to build stronger teams and how they stayed agile to grow during uncertainty. 

Read the Video Transcript

Kevin Keegan OBE (KK): If there’s one thing that’s come out of it for me, it’s that if you ever think that football can manage without supporters, just look at what we’ve seen over the last year, where we’ve had stadiums empty and the football isn’t as good. The demand on the players is normally from the crowd. But you’ve got to build from within and that’s what I did at Newcastle. I started to look at everybody, demand more from them, because everyone’s got a little bit more in them than they believe. I honestly think that.

Stuart Dodsley (SD): It’s all about the manager and how he brings them together and generating that culture of success.

KK: Sometimes it needs people to just drag it out of them and give them the confidence. 

Don Revie was my manager with England, he was the biggest enemy in the world when played Leeds. But when I got to know him, one of the really great people I met in my life.

Martin Port (MP): Obviously you need a vision, and then bringing together a great group of people.

KK: Sometimes if it’s coming from a voice that’s been there and done it, they take a bit more notice. We often played with a team of 11 players, every one of them from either France, Ghana, it could be Romania, I never had a problem between two players because of where they were from, or what their beliefs were. That guy next to you, you need him. 

When you looked at the Leeds side, I always used to think ‘this is going to be the toughest game of the season’, whether with Reaney, Cooper, Yorath, they were all just such good players. 

SD: Thankfully, now we’ve got stable, fantastic ownership that develops an ethos and a culture of success. And then when you bring in new people into your culture, they can adapt into that culture, and bring their values and cultures in. But then you keep your business ethos, at the core of it.


We want people to have that hunger, our sole mission is customer success. We’re absolutely passionate to make sure our customers get the best out of what we’re providing them. And you know, they rely on us.


Don Revie was here, wasn’t it, when I mean, they were just a fantastic side and that’s the sort of standards they’re trying to live up to now, isn’t it? 

KK: You’re looking for leaders, that’s the key in football and that’s the key in any business. And they say “look, this is the way it is at this club” and when new guys come in then to a club that’s run properly, they straight away, from day one, know what the rules are. 

They don’t need a piece of paper saying what they are, they’re told by the senior players “we don’t do that here.” You get your players to run it for you, if they’re running it for you, and they care that much about it, then you can trust them to do all the other things on a football field.

KK: It’s this year, it’s a bit like business, you know, it’s not good saying “in five years time, we’ll turn a profit,” you know, you need to find out how you can turn that profit as quickly as possible. Because, you know, you might not get the five years.

MP: When things aren’t going well, and business is a roller coaster, it can be really difficult. You have to be prepared to take those risks, because that’s what an entrepreneur does. What an entrepreneur is, is a risk taker. 

KK: You’ve got to go in and say “right how do I sort this out,” you know, “how can I get the best out of this group of players? And what do we need to make us better?” And that’s what businesses do. You’re taking on guys who can do that job and take this company to another level, because they’ve got the expertise that you don’t have.

MP: If somebody says “it can’t be done”, I’m going to smash that wall down. KK: Well, that’s what’s fantastic about the guys we’ve got on Zoom here from the different companies. Basically, it’s the same as football, they’ve been confronted with this massive problem and instead of saying “wow, you know, what do we do now?” [its] “what can we do and where can we gain from that?” And I think that is what makes us as a nation, not just talking about football here, but as a nation we’ve, yes, we can take the blows but we bounce back from them.

BigChange ambassador Kevin Keegan OBE has many great memories of Elland Road from his career playing for and managing top-flight football teams.

In May 2021, he returned to the home of Leeds United FC for an online event sharing the leadership lessons he learnt from the beautiful game with BigChange customers.

Stuart Dodsley, Head of Commercial at Leeds United, gave Kevin and BigChange CEO Martin Port a tour of the iconic stadium. (During the tour) Kevin told tales from the tunnel, reflected on stand-out games and discussed his time playing for, and against, the formidable Don Revie.

Read the video transcript below

Kevin Keegan OBE (KK): When I come here it makes the hairs on the back of my neck stand up because of so many great memories. 

When you looked at the Leeds side, it was just full of international class players. I always used to think, you know, this is going to be the toughest game of the season. Whether it was Reaney, Cooper, Yorath, they were all such good players. 

[In the tunnel] I was always looking to see where Norman was, and whether he’d got big studs on, ready to sort me out. 

Stuart Dodsley (SD): Did you come out together or separately? 

KK: We came out separately in those days, so we didn’t have that confrontation luckily. 

Martin Port (MP): [Pointing to pitch-side advertising boards] Our advert appears, I think at three minutes thirty. Does it put the players off you think? 

KK: I don’t think that one does, but there is one where the dog runs around – you think ‘there’s a dog run on the pitch’. 

SD: So you’ve got your Leeds United Roll of Honour here. Perhaps the disappointing thing is it’s down to you some of this! 

KK: This was my first year, 70-71, and this is when I got sent off with Billy Bremner. So just take that out of there [pointing to ‘1974 FA Charity Shield’], we’ll just cover that up. 

[Pitch-side] That’s the biggest difference. We’d never play on a pitch like this even at the start of the season. 

SD: Elland Road here, fans are close to the pitch, they create their own unique atmosphere. There’s a reason England chose here to come, to play before the last World Cup. 

KK: Most grounds you come out the middle, there’s a couple you come out the corners, but Leeds is off-centre isn’t it. 

[In the dressing room] The whole squad would’ve fitted in here. The whole training squad when Don Revie was manager. [To Stuart] Is this the home one then? I bet the away one isn’t as good?

SD: No it’s a bit tighter (Both laugh). 

KK: My dad used to come and watch me when I played at Leeds because he only lived up the road at Doncaster. 

The thing that really gets me is if I start to look at the names on the stands. Don Revie, who was my manager with England, he was the biggest enemy in the world when we played Leeds. But when I got to know him, one of the really great people I met in my life. 

You know, the scouts from Leeds came to watch me play and I thought ‘Wow, that would be some move for me, because obviously I’m from Doncaster, I’m a yorkshireman, but it never happened. So I had to play against them, which was fantastic. 

[Pointing to the 60s period on the Honour Roll] Don Revie was here wasn’t he when they were just a fantastic side. That’s the sort of standard they’re trying to live up to now right. 

In the next 10 years it could be Leeds, Liverpool, you know, as dominant forces in the country. 

MP: You made our youth enjoyable. 

KK: What even scoring the goals against Leeds? You seen how many goals I scored against Leeds? (laughs)

MP: No, Bremmner and Keegan in our garden, it was the best. 

KK: Who was Bremmner? MP: Not me. (Both laugh).

Nic Hamilton, the British racing driver who overcame cerebral palsy to compete in the Kwik Fit British Touring Car Championship (BTCC), is sharing his story with thousands of young people at schools across the North of England to help them develop new skills and a positive mindset.


When Michael Cairns, Director of Celsius Plumbing and Heating, came to BigChange, his expanding company was quickly outgrowing its old service provider.


14th September 2020 – When should leaders invest in homegrown talent or go headhunting? Is there a place in a team for driven but disruptive employees? Is leading with transparency always the right way?

The full series starts in September

BigChange has released the first image from its exclusive nine part series ‘Secrets of Leadership with Kevin Keegan OBE’.

In the show, the former England manager sits down with BigChange founder Martin Port to discuss the similarities between running a great team and a great business.

Together the pair cover a whole host of topics: the importance of trust and transparency with your employees, the balance of growing talent vs recruiting talent, and how to manage the ‘disruptive geniuses’.

If you want to be the first to know when the series drops, submit your email here to be notified.



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