Consider the question – why does anyone buy sports books, or books about or by sports stars? For sure there is a souvenir and nostalgia element. But people also buy sports books to see if our heroes give any clues to the magic ingredient that has made them so successful. We read them to see what we can learn about their lives, particularly in the hard times, and how they triumphed over adversity. In the first in the new series from Aurum Sports sports psychologist Damian Hughes, who has worked with Manchester United, lifts the lid on what made Sir Alex Ferguson the most successful football manager Great Britain has ever produced. He will give the reader an understanding of what Ferguson did to get the best out of his players, and how we can learn from him and apply these lessons to our professional and personal lives.

Damian Hughes is an international speaker and best-selling author who combines his practical and academic background in sport, organisational development with the psychology of change to help organisations and teams create high-performance cultures.

About the Author

He is the author of eight best-selling books on business and personal and organisational development, translated into dozens of languages.
He has served as a member of the coaching staff of England Rugby League, Scottish Rugby Union and a wide range of international and national sporting teams. His innovative and exciting approach has been praised by the likes of Sir Richard Branson, Muhammad Ali, Tiger Woods and Sir Alex Ferguson.

Translation in Iran

This book was published in Iran under the title of “Facing Change” and with the main subtitle “How to Think Like Sir Alex Ferguson” by Divar Publication, a subsidiary of Cheshmeh.

By publishing this book in 2023, Divar opened a new window for various businesses that were eager to understand the perspectives of a great thinker like Sir Alex Ferguson in facing the challenges of professional life and business development.