Brian McDermott

Just goes about his own business.

Fascinating guy to be with.

But that was the first time I'd ever heard anybody

a fella called Darryl Spinner-Howland actually first said to me, he picked a bottle of beer up once when I was coaching USA and we qualified for the World Cup in 2015.

He picked a bottle of beer up.

He said, you know the problem with rugby league people, especially in the UK, they think what's in this bottle of beer is going to get them to where they need to be.

But it isn't.

It's the shell.

It's the bottle.

It's how you sell the bottle that's going to get the sport to where it needs to be.

And he understood that.

that you've got to sell the product.

Stop fiddling with the product.

Whether the beer tastes good or not is not the real reason.

It's part of it, but the product.

And that was like the first time I'd heard anybody speak about Rubber League as a product.

Package it, sell it.

Sell it to more eyeballs.

And when I got with David Argyle, he was all about eyeballs.

And it's the first time I'd heard the word eyeballs.