What Business Schools Teach About Culture, and How Amorim Is Quietly Rebuilding United from Within

A THREAD 🧵 In elite organisations from Harvard MBA case studies to McKinsey boardrooms, one principle surfaces repeatedly:

What you permit, you promote.

Culture isn’t declared. It’s enforced. When a manager tolerates indiscipline or half-measures from a star, it signals that core values are negotiable and that’s when team cohesion unravels.

Rúben Amorim understands this and enforces it ruthlessly.

His comments about Manchester United’s goalkeeper coach Jorge Vital, often misinterpreted as a personal jab at Rashford, are far broader. He said:

"The training, the way I see a footballer should do in life. It's every day, every detail. It’s the same for every player. If you give maximum effort and do the right things, we will use you.

You can see on the bench we miss pace, but I would put Jorge Vital before a player who doesn’t give the maximum every day."

This isn’t about one player. It’s a clear message to anyone, players or staff, who threatens the culture he’s building. No exceptions. No favorites.

In his first summer at Sporting, Rúben Amorim oversaw 25 departures.He rebuilt the squad with conviction, not compromise.

This is the story of how everything changed, and why Manchester United’s summer might not be as hopeless as it seems.

A THREAD 🧵 Hard to imagine now, but when Rúben Amorim took over Sporting, the club was in chaos.

25 players were moved on.

One year later: they were champions.
32 games unbeaten.

Sometimes the reset has to come before the rise.