Improving behaviour                                                         So how do you increase the desired behaviour? Through reinforcement, which can be either negative or positive.                                                                                     On the negative side, the performer can increase the desired behaviour to avoid a negative consequence (‘do it or else’), or on the positive side, the performer delivers a desirable consequence which you acknowledge and praise. Behaviours can be decreased by punishing people when they deliver a behaviour that is not desired. Ask yourself how often do you do this? Do you turn a blind eye? The classic scenario is when a new member of staff performs to a high standard upon joining the club, and over time the performance reduces to a similar level of a lower ‘norm’. The reality here is that the desired behaviours initially being carried out were taken for granted and no reinforcement was delivered. So the person, who sees what others are doing, either consciously or unconsciously, joins the ‘norm’ group.                               As the club manager you are the most powerful consequence holder. Staff look to you for guidance and direction to identify and reinforce desired behaviours that are required to be ‘successful’ and deliver excellence in all aspects of the club’s operation.            To do this you need to both walk and talk in a behaviourally- consistent manner. If you say one thing and do another, staff will see straight through this, which leads to mistrust and confusion. Staff then naturally align themselves to the lower ‘norm’ performance.

Positive reinforcement                                                     By understanding human behaviour you can bring about change in both an individual‘s and a group’s performance. The way to do it is to pinpoint the standards required, measure the performance, provide feedback on the performance, then deliver positive reinfo rcement for desired behaviours and results.       It’s no different to running a successful football team; it’s allabout people and behaviour.