Gareth Southgate

At that stage, everything was up for grabs.

Okay, how can we improve the performance of the team?

So it could be the physical preparation, could be the psychological preparation.

It might, you know, what are we doing on our football?

So details of set plays.

This was after my four games as a caretaker.

Right, so this is almost the start of your reign properly.

Yeah, yeah.

And how do we, you know, we're now 14th in the world.

We want to be the best.

That's the gap.

How do we bridge that gap?

Media relations, as an example, we knew there was this disconnect.

How do we bridge that gap?

Our comms team wrote a paper, almost like an academic paper, on the influence of communications on performance.

So it wasn't just how we're going to do the media better,

It was, look, this is actually how we view our communication as a performance gain.

And if you think back to Russia, where it was the first time really a team had used social media to engage with the fans, we were in that transition where clubs weren't necessarily doing that.

So all this different content where...

You saw the dad's genuine, you know, behind the scenes, enjoyment, relaxed pictures.