Some people are never satisfied. They firmly believe that if things are constantly tweaked there is a better chance of staying relevant. In certain areas of retail they are right. Years ago, on a dusty pavement in India, I once encountered a man selling second-hand false teeth from a small wooden table. I think of him whenever people lament the size of their annual bonus or their boss’s failure to appreciate them.
Sport, though, is rarely that simple. While you don’t want to end up miles behind the curve, retaining an element of familiarity is crucial. Supporters love the comfort blanket of their favourite local team, the club colours their parents wore, the same time-honoured songs and competitions. It rarely pays to confuse your existing audience or, worse, to announce that things that should matter hugely are now as sexy as 30-year-old dentures.
