When former Premier League defender Michael Duberry found himself switching mid-match from marking Wayne Rooney to Cristiano Ronaldo, it wasn’t just a footballing challenge — it was a masterclass in adaptability under pressure.
Now an elite performance coach and author of RAISE Your Game, Duberry believes the lessons from that moment on the pitch are directly transferable to business leadership. From handling sudden change to performing when the stakes are highest, he explains why elite performers don’t rise to the occasion — they fall back on their preparation.
Here, he talks to 9amBusiness.
What actually went through your mind when you realised you’d be facing Ronaldo instead of Rooney?
When Steve Coppell announced the game plan and said we were changing our normal system to go man-to-man at the back, I didn’t like it. I remember taking a deep sigh of disappointment. It got even worse when I was told I’d be man-to-man marking Wayne Rooney.
For those that don’t understand, man-to-man marking is physically and mentally demanding. You are responding to every movement, every twitch, every action of your opponent. And when you are marking a striker, if you don’t stop them scoring, you’ve basically failed your mission. They only have to get it right once and score to be the hero, whereas you have to get it right every single time just to be in the conversation.
You talk a lot about adaptability. Why is it so critical for founders and leaders?
Charles Darwin said it best: “It is not the strongest of the species that survives, nor the most intelligent, but the one most adaptable to change.”
Change is the one thing that never changes. In life, in sport, and in business, there is always change, big, small, sudden, gradual, unimportant, or impactful, you need to be ready for whatever change. That means staying up to date with knowledge, on top of skillset, and maintaining high standards. So when change comes, no matter the size or impact, you are prepared to deal with it rather than reacting in panic.
Facing Ronaldo required a very different approach. What does that teach leaders about strategy?
Going from facing Wayne Rooney straight into facing Cristiano Ronaldo teaches you the importance of always being up to date with knowledge and on top of skillset. That is one of the key pillars adaptability is built on.
Because of the preparation I had done in the build-up to the game, and the work I’d already put in to face Rooney, switching to marking Ronaldo wasn’t a massive disruption. It simply required a few adjustments rather than a complete rethink.
Leaders must be the same. They need to stay sharp, up to date with knowledge, and on top of skillset. When they do, a change in direction, whether that’s strategy, people, or circumstance, doesn’t become chaos. It becomes manageable.
When sudden change comes without warning, the ability to adapt your approach or leadership style is what matters. And that adaptability is always built on the same foundation: good preparation, being up to date with knowledge, and being on top of skillset.
How important is preparation compared to talent or instinct?
This is absolutely vital, on so many levels. It’s one of the biggest separators between good and elite, and a huge reason why elite performers have longevity.
Preparation gives confidence. Being fully prepared means that when something changes, whether that’s the environment, the situation, or the people involved, it doesn’t throw you. That confidence fuels self-belief. You trust yourself and your ability, and you still feel you will perform well regardless of sudden change.
Entrepreneurs often talk about “thinking on their feet.” What’s the danger in that phrase?
Thinking on your feet can help on the odd occasion, but it’s dangerous if it becomes your main strategy. Relying on it usually leads to rushed, uninformed decisions made under pressure. Over time, that becomes costly.
It really comes down to this: failing to prepare is preparing to fail.
What mindset separates elite performers from everyone else when plans change suddenly?
The elite are meticulous in their preparation. Small details are never ignored. The hard work is done beforehand, on the training ground, in the gym, in the video room, through sleep, diet, and recovery.
By the time it’s game day, the work is already done. So, when something changes, adaptation becomes natural. You are prepared for it because you’ve earned the right to be.
How does this experience link to the RAISE Your Game framework in your book?
The framework is built on everything I’ve experienced personally and everything I’ve seen elite performers go through. It’s also what coaching clients consistently talk to me about when they come for help. One side is the problem. The other is the solution.
On the journey to becoming elite, or staying elite, there are fundamentals that apply to everyone, regardless of profession or industry. People need resilience because the journey is full of rejection. People need adaptability in a world that is constantly changing.
People need integrity in a time where values are becoming harder to find. People need strengths because in a world of small margins, your strengths are what separate you. And people need excellence, setting standards so high that they become your signature.
What practical advice would you give founders to build adaptability into their leadership style?
Leadership demands adaptability. You can have non-negotiables, but your style must flex because you’re dealing with people, and people are individuals.
You can’t lead with one fixed style anymore. You can’t always be autocratic or always democratic. You’ll lose more people than you gain. Sometimes you need to be commanding. Other times you need to be hands-off. The key is knowing what the moment and the person require.
As long as you are consistent in your honesty and authenticity, trust will follow. People need different things from their leader, and adapting your style is how you stay effective.
What’s the single biggest takeaway for entrepreneurs from that day on the pitch?
The one thing you have 100 percent control over in any situation is you. So prepare properly and meticulously. Build confidence and self-belief through preparation. Stay up to date with knowledge, on top of skillset, and on top of your form.
Make that your mindset. When obstacles, hurdles, or sudden changes appear, you’ll be ready. You’ll adapt. And you’ll perform.