Leading Like a Brazilian Football Coach

As the 2025 World Cup of Soccer draws near, I find myself thinking about some of the great nations of soccer. Only a very select number of teams have ever won the tournament more than once: Brazil, Germany, France, Italy, Uruguay, and Argentina breathe this rarified air. And among these, Brazil is the only nation with five championships. 

Pelé was one of my childhood heroes, and to this day his name evokes a sense of greatness. Many still consider him the greatest player of all time. He won the World Cup three times with Brazil and was masterful on the pitch. He once said about soccer,  

“The ambition should always be to play an elegant game.”  

This sense of playing an “elegant game” runs deep in Brazilian football. Players are encouraged to play with passion and to create something special on the field. Where most teams and/or coaches emphasize the outcome – namely winning, Brazil emphasizes the process, and the results speak for themselves - they have produced some of the finest players the game has ever seen (think Pelé, Ronaldo, Ronaldinho, Neymar Jr., Zico, Sócrates, Cafu) and a winning record that is legendary.  

Over the years, Brazil’s national team has had many coaches, and as you’d expect, each arrives with a unique perspective and style. Despite their differences, all of them share a couple of things in common: the very highest expectations of themselves and their players and a fidelity to approaching the game in a way that promotes and celebrates creativity, fluidity, beauty, and joy. To be sure, discipline and hard work always undergird the training and preparation, but soccer in Brazil is very much regarded as a dance. Freedom of expression on the pitch is encouraged, as is a sense of unity and togetherness.  

As a Superintendent, I often think about trying to lead like a Brazilian football coach. Our organization has many metrics by which to measure our success, literacy and numeracy scores, graduation rates, and more. And we are committed to improving the learning outcomes for all of our students. But tactics and discipline are only part of how we will achieve success. Some of the lessons I have distilled from Brazilian football that guide my thinking include:   

1. Inspiration over fear. 

We are motivated the most when there is passion, creative license, and a collective vision. I see much of this in Abby Schools. We are called upon to deliver a world-class, innovative, and individualized educational experience for every student. 

2. Trust in creativity. 

Micromanaging rarely works. We want a culture that embraces the talents and gifts of our people, and the expression of such in their work.    

3. Unity through harmony. 

We don’t operate in silos. The more we can see ourselves as part of the bigger whole and try to enhance the work of others, the better for everyone. 

4. Courage to uphold values. 

The Abbotsford School District has enshrined the following values: respect, trust, integrity, communication and teamwork. When we lean into these good things happen, a culture is established, not unlike the one Brazilian football players and coaches have achieved. It is common, but it is also special and unique. 

5. High expectations. 

For ourselves. Our students. And all of us who support this work. 

The Brazilian coaches show that true leadership isn’t just about control—it’s about creating an environment where excellence, creativity, and unity flourish together. I continue to be a student of the game, and I am always excited to try and refine my own leadership. I am sure World Cup 2025 will have much more to offer in this regard.  

Let me leave you with a few quotes: 

"Other teams have tactics — Brazil has magic." 
– Unknown 

For Brazilians, football is not a war — it's a celebration of life.” 
– Pelé 

“The Brazilian style is about joy, audacity, and imagination — it’s not just to win, but to enchant.” 
– Sócrates 

“It’s not just a sport, it’s part of our identity, our rhythm, our poetry.” 
– Ronaldinho 

"Brazil doesn't just play football. Brazil sings it." 
– Unknown 

Until next time. 

Sean