Recently, Mark O’Sullivan and James Vaughan attended the ICCE (International council for coaching excellence) conference in Liverpool to talk about the approaches of AIK Football Club and Player Development Project. Before the conference kicked off on Monday they spent the weekend at the research fair listening to some of the world’s leading academics in the field of Sport Coaching. What follows is a combination of their notes and ideas. “It’s not what you said…it’s how you said it!” How many times have we heard this…especially in…