Questions? Text Ben Herring direct.

Wayne Smith, one of rugby's greatest strategic minds, takes us on an intimate journey through his extraordinary coaching career, revealing the cultural secrets behind multiple World Cup victories with the All Blacks and Black Ferns.
Known as "The Professor" for his analytical brilliance, Smith shares how he transformed struggling teams into champions by focusing on meaning beyond winning. From his innovative cultural work with the Crusaders using Shakespeare's Henry V to his complete reimagining of the Black Ferns program in just 12 weeks before their World Cup triumph, Smith demonstrates how effective coaching transcends tactical knowledge.
Most fascinating is Smith's revelation about the fundamental difference between coaching men and women: "The women have to feel good to play well. The men have to play well to feel good." This insight transformed his approach with the Black Ferns, embracing their pre-game music and dancing rather than imposing the silent, tense atmosphere typical of All Blacks match preparation.
Smith's methods challenge conventional wisdom at every turn. He banned box kicks, introduced Tuesday "club nights" with beer after intense training, and created controlled chaos in practice to develop players who could maintain clarity when games became unpredictable. His focus on simplification—limiting coaching points to just three themes per week—produced a flowing, joyful style of rugby that captivated fans and overwhelmed opponents.
Beyond technical innovation, Smith's philosophy that "people will rise to a challenge if it's their challenge" offers profound wisdom for leaders in any field. By asking questions rather than dictating answers, he empowered players to own their development and create teams that regenerate leadership from within.
What makes this conversation truly special is hearing how a master coach evolved throughout his career, constantly learning and adapting while staying true to his belief that rugby should be both effective and joyous. Listen now to transform your understanding of leadership, culture, and what makes teams truly exceptional.

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