Bruno Fernandes: Roy Keane Twisted My Words. They Offered Me £200M, I Said No.

1. Commit Fully to Tasks

Always strive for 100% effort in everything you do, constantly seeking marginal improvements. Bruno’s father taught him that even 98% leaves room for growth, fostering a mindset of continuous dedication.

2. Embrace Criticism for Growth

View criticism as a tool for improvement, not a personal attack. Bruno learned from his father to analyze feedback and identify areas to become better, rather than letting it hurt his drive.

3. Prioritize Character in Recruitment

When building a team or organization, recruit individuals based on their character and fit for the culture, not just their raw talent. Qualities can fluctuate, but strong character provides stability and resilience during challenging times.

4. Uphold Respect and Care for All

Maintain non-negotiable respect and care for every individual within your environment, regardless of their role. Treating everyone equally fosters a positive atmosphere and strengthens the overall foundation of the group.

5. Model Desired Behaviors

Lead by example and demonstrate the behaviors you wish to see in others, rather than just giving instructions. Bruno’s father showed him how to sacrifice and work hard through his actions, which deeply influenced Bruno’s own conduct.

6. Empower Teams with Principles

Provide your team with foundational rules and principles, but also empower them to take responsibility and make decisions when situations change. This approach, as taught by Michael Carrick, allows for adaptability and problem-solving in dynamic environments.

7. Take Calculated Risks

Evaluate the potential reward of a decision against its risk, and be willing to take calculated chances that could lead to significant outcomes. Bruno believes that even if some risks fail, one success can be game-changing for the team.

8. Train Tired for Peak Performance

Integrate training sessions where you push yourself to exhaustion to prepare your body and mind for high-pressure, fatigued moments. This practice ensures that when you’re tired in a real-world scenario, your brain and body know how to react effectively.

9. Support Management’s Vision

Fully commit to and execute the vision of your managers or leaders, even if you don’t always agree. Bruno makes himself 100% available for what managers want, believing it’s their role to decide if changes are needed.

10. Focus on Controllable Factors

Delegate tasks and consciously avoid dwelling on external factors that are beyond your control. Bruno instructs his agent to only inform him of concrete offers to maintain focus on his current performance.

11. Involve Family in Major Decisions

Consult with your partner and family on significant life decisions, as their input and well-being are crucial. Bruno never makes major choices without his wife’s input, especially those impacting their children.

12. Set Boundaries for Family’s Public Comments

Communicate clear boundaries with family members regarding public statements or social media interactions about your professional life. This prevents unintended negative repercussions and maintains a controlled narrative.

13. Seek Leadership Stability

Advocate for and value stability in leadership roles within an organization, providing leaders with the necessary foundations to build long-term success. Frequent changes in management can disrupt processes and hinder progress.

14. Prioritize Dreams Over Money

Make significant life choices based on fulfilling personal dreams and instilling core values in your children, rather than solely pursuing the largest financial offers. Bruno rejected a massive contract to stay and achieve his dreams at Manchester United.

15. Demand High Standards From All

Expect and demand adherence to prepared strategies and high standards from every member of your team. Bruno ensures that everyone knows what is expected after training, regardless of their individual status.

16. Teach Responsibility, Don’t Do It

Instead of doing tasks for others, especially children, guide them on how to complete tasks themselves. Bruno teaches his children to be respectful and capable, showing them the way to learn and take responsibility.