They say you can't win football matches before kick-off - but you can certainly lose them.
That's why the likes of Roy Keane and co would intimidate their opponents at Manchester United before a game. And they'd know instantly if it had worked.
It's the same for managers. The art of the press conference. But it's a trick too many modern managers miss. Jose Mourinho masters it (remember Pep Guardiola saying he owns the press room) and, surprise, surprise, he is a multiple title winner.
So many others, however, make pressers into dull affairs where PR nonsense replaces genuine talk and no one is even engaged enough to attempt using mind games.
The best of the best, of course, was Manchester United manager Sir Alex Ferguson. And some recent advice of his desperately needs to be followed by one of the worst press-conference performers: Liverpool's Brendan Rodgers.
Indeed, Fergie is quoted as saying by the London Evening Standard: "For a manager, no matter the result, at a press conference you need to come out as the winner.
"One of my hobbies now is to watch press conferences. You can kill yourself in a press conference... it’s an important part of your job."
You wouldn't think it was an important part of Rodgers' job, though. As soon as the words 'intensity,' 'philosophy' or 'character' come out, you know the game's lost and that the Northern Irishman has already reached for some sort of excuse as to why he hasn't won - or isn't going to win - a game.
Listening to some of his pre-match interviews on television before big games, meanwhile, you could have 100 per cent predicted Liverpool would lose. Throughout 2015, they have.
Even his tone doesn't scream winner. He's monotone. There's no passion. Ironically, no character. Even when Rafa Benitez was delivering his infamously foolish 'facts' rant, it showed he cared.
Now just imagine for a second: if that's how Rodgers speaks to the public when he's trying to put on an act, how much more uninspiring is he going to be behind closed doors during pre-match team talks?
While Ferguson would have been riling his Manchester United sides up, the Northern Irishman could probably put his teams to sleep.
We all know by now that Rodgers' favourite buzz words mean absolutely nothing. It looks like the players do too. The problem is the Liverpool boss himself still doesn't...