Discover how the CORE Principle and high standards can transform leadership, boost accountability, and create a winning culture.
Sir Dave Brailsford, the mastermind behind British Cycling’s dominance and Team Sky’s Tour de France triumphs, is now setting his sights on a new challenge: transforming Manchester United. According to The Times, Brailsford is bringing his performance-driven ethos to one of the biggest names in football, including his leadership philosophy: the CORE Principle –Commitment, Ownership, Responsibility, and Excellence.
This is a framework designed to drive elite performance in any organisation. Originally developed to help Team Sky reach new heights, this principle has applications far beyond sport and can serve as a blueprint for leaders looking to elevate their teams.
I’ve written extensively about Brailsford’s use of Marginal Gains theory which influenced much of my management and leadership approach. The CORE principle is another tool in the arsenal when introducing a new culture to an organisation.
Breaking down the CORE Principle
- Commitment: Success starts with a deep, unwavering dedication to the goal. Brailsford famously championed the concept of “marginal gains,” emphasising that small, consistent improvements lead to extraordinary results. In the workplace, this means instilling a culture where every team member is engaged in continuous learning and improvement.
- Practical action: Develop an exciting vision for the organisation, paint a picture of the destination and encourage colleagues to imagine themselves as part of that story.
- Ownership: Accountability is a cornerstone of high performance. At Manchester United, Brailsford is emphasising a culture where players and staff take ownership of their development and contribution to the team’s success.
- Practical action: Empower teams to take initiative by delegating decision-making authority and fostering an environment where employees feel a sense of responsibility for outcomes. Ensure they understand that every decision must be magnetised towards the goal.
- Responsibility: Clear expectations and accountability structures prevent ambiguity. Brailsford’s method includes defining what each individual is responsible for and ensuring that everyone understands their role in achieving the bigger mission.
- Practical action: Clearly outline roles, responsibilities, and success metrics to eliminate uncertainty and enhance team cohesion. Give people freedom to blossom and make allowances for an initial struggle – grit and resilience will be a key part of ultimate success.
- Excellence: The ultimate goal is to push beyond mediocrity and set new standards. In elite sports and business alike, this means cultivating a mindset of high expectations and continuous optimisation.
- Practical Action: Build a performance-driven culture by recognising excellence, rewarding innovation, and providing training to refine skills and expertise.
The power of high standards
Brailsford’s philosophy also embraces the idea of zero tolerance for low standards. High standards at every level – from the smallest task to the grandest strategy – raise the performance bar, increase motivation, and create a shared sense of purpose and mission. Every detail matters, and no task is too small to contribute to success.
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When organisations cultivate a culture where excellence is expected in everything – whether it’s writing an email, refining a process, or executing a major strategic initiative – they set themselves up for sustained high performance. There is an energy in pride.
- Action: Encourage a mindset where employees treat every task, no matter how small, as an opportunity to demonstrate excellence. Reinforce the message that small improvements, repeated consistently, lead to transformative results.
- Action: Foster a culture where lapses in quality are addressed constructively and where continuous improvement is embedded in the organisation’s culture.
- Action: Show your commitment to excellence with a ruthless determination to eliminate pointless tasks or reduce needless bureaucracy. Leaders must respect their employees’ time and intelligence by removing redundant processes and finding smarter, more effective ways to achieve outcomes. High standards should be a driver of focused, purposeful work.
Applying the CORE principle in leadership
Brailsford’s approach at Manchester United isn’t just about football – it’s about leadership transformation. Business leaders can take inspiration from his methods by embedding the CORE Principle into their own organisations:
- Foster a Marginal Gains mindset: Encourage small but meaningful improvements in workflows, communication, and team performance.
- Encourage proactive leadership: Train managers to lead with accountability and encourage employees to take ownership of projects with true freedom to act (and light-touch adjustments).
- Define and align expectations: Ensure that every team member knows how their work contributes to the overall vision and they have a concrete idea what the goals are in one, three and five years.
- Recognise and reward excellence: Develop systems that celebrate achievements and reinforce high standards.