Thread by @RPMComo

I come to bury Caesar, not to praise him.

#CelticFC is at one of those moments.

It's lost.

Here is what's it needs to do to.

But first I do want to praise Peter. He has dedicated his career to his club and passion. He has limitations but

he is indeed an honourable man.

Celtic today has no "why", no "meaning"

It's potentially a world class brand with a unique diaspora that has done no work in this area. Probably coz Dermot hasn't asked for it.

The community doesnt know who we are and where we are going. And in that vacuum comes negativity.

We are anti tory, anti Israel, anti rangers!

We are better than that.

But none is explaining what we are actually for.

This needs addressed immediately. Ideally by our leader speaking like Marc Anthony.

I warn you Dermott, you are a hairs breadth away from Glazer Kroenke

Later today I will address my own views about what needs to be done specifically in these areas

- leadership/board
- brand positioning
- football strategy and philosophy
- community and monetisation
- tech and data
- environment change

I am someone who sees best in class

Leadership/board

Celtic is a broad church like the old Labour party. Healey to Benn.

Today this is seen as a liability. The Green brigade is seen as the awkward squad.

Instead we should bring together all our talents.

Worldwide there are amazing Celtic minded people

We actually have an organisation called Global Celts. Wtf does it do?

We massively underutilise our community. And that includes GB. There are some super smart people in there.

We have celeb fans.

We could have a world class Board but we don't. We shouldnt be a plc!

Dermott needs to declare his vision. Absent landlord is a very bad look. If he's not up for this he should gift his shareholding to the community.

We need a proper chairman for what is a young CEO.

We need to leverage our global talents.

Brand

It is as clear that this is poorly defined and we don't walk the talk.

The brand of the underdog, of the wider village, of "more than a club", does not square with "the boys club was a separate organisation" or "no fan rebate for Covid"

We are wrecking our values

We are half Walfrid, half PLC.

This needs a proper brand exercise. Values and personality.

The good news is that the new GenZ generation really demands "meaning" in all it touches.

This plays into a proper communication of who we are in 2021.

Nor anti anything. Pro Celtic

Football

I can say with absolute confidence that Celtic is a mile behind here. But doesn't realise.

Good clubs set out a football philosophy, put that in the charge of a Director of Football and then employ coaches, scouts and data analysts around it.

It's long-term.

It has a clear KPI around the local youth development and how many local kids come through each year.

It has global relationships with feeder clubs, more and more owned in a multiclub strategy.

There is a style of play fil rouge that runs thru all recruitment and youth teams.

Data and tech is used extensively. Trust me it's really well done. Like NASA.

There is a need for a major investment in this area. In injury prevention tech.

We instead let our new manager bring his DoF. Truly astonishing. Amateur hour.

We need to benchmark best in class.

I personally would want 2 local kids coming thru each year.

We can still look for foreign "project" buys but by now other clubs are so much better than us.

Community content and commercial

The world has changed. Sport used to be a lean back one way delivery. Now it's 2 way. It's a direct-to-consumer owned and operated world. The world of first party data and ARPU. Most football clubs haven't adapted yet. Neither has Celtic.

This is a whole new mentality and skillset. It involves user generated content. It needs an excellent tech stack. Back end and front end. It needs to recognise that GenZ is fundamentally different. And play that game to your advantage.

Celtic can aspire to be a world leader in this new world. With our diaspora. But you need the brand to be clear.

Celtic should look at other things like a Celtic sports accelerator and even a corporate university.

STEM skills. Regenerate the city.

You can reach anyone now

Environment change. This is where celtic is all over the place. Even in my day they would never really commit to Scotland. Nor have they embraced the Atlantic league.

They torpedoed SPLTV.

What is Dermott waiting for? England?

He has waited a generation!

You can't have a strategy of England, which is just a Hail Mary pass.

Look at Belgium and Holland merging. Why isn't Scotland in that?

There is zero future in a market of 5m people.

What is the vision?

One thing Peter did well was basically control the Spl/SFA. He controls them but doesn't empower them. He keeps them weak.

They have no role as change agents.

SCOTTISH FOOTBALL IS DYING.

My heart is in the coffin there with Caesar,
And I must pause till it come back to me.