In How To Think Like Sir Alex Ferguson, Professor Damian Hughes goes into the mind of one of the world's most successful leaders to reveal 10 powerful and practical lessons for leadership and business. How To Think Like Sir Alex Ferguson is a unique and inspiring handbook for anyone looking to improve performance in turbulent, changing times.

'In his usual and very accurate way, Damian Hughes has studied and documented the genius of Alex Ferguson. Alex's extraordinary and exceptional ability to bring about improvement and change ahead of the field is brought to life in this book. Knowing both Damian and Alex this book is a must read for the sporting enthusiast.'

Bill Sweetenham, former National Performance Director British Swimming, and coach to over 40 Olympic champions

'Damian Hughes challenges traditional coaching methods by encouraging coaches to maintain strong principles supported by self-awareness and the ability to adapt and change through the myriad of leadership challenges (and opportunities!). In this excellent book, Damian’s inquisitive and insightful mind breaks down one of the greatest coaches in the history of sport. With examples from Sir Alex Ferguson’s distinguished career, he masterfully illustrates a range of key principles which can be applied by any fan, coach or business leader.'

Trent Robinson, head coach Sydney Roosters Rugby League and coach of the year, 2014

'Alex Ferguson was the master technician, the master psychologist. This book uncovers Ferguson's psychological techniques, along side Professor Hughes' analysis. The book flows, like great football, like the best Manchester United teams under the great man himself.'

Professor Geoff Beattie, Psychologist, Edge Hill University

'An understanding of the mind's ways is a crucial part of being an elite athlete. I'm always learning about this area and there are always ways to improve. Damian Hughes  has helped me become better equipped to deal with the mental stresses I encounter on court. He has helped me to reduce the fuzziness, and see things clearly when under pressure and I am confident that this book will do the same.'

James Willstrop, World no. 1 Squash Player

'Elite coaching and leadership is about making the comfortable uncomfortable whilst  helping the uncomfortable to become comfortable with change. Sir Alex Ferguson was the very best at that and Professor Damian Hughes has produced a compelling book which explains how he did this. I couldn’t put it down and I am confident that you will find much in here to help you achieve success in your own chosen field.'

Charles van Commenee, UK Athletics and 2012 GB Olympic Head Coach

'In his usual and very accurate way, Damian Hughes has studied and documented the genius of Alex Ferguson. Alex's extraordinary and exceptional ability to bring about improvement and change ahead of the field is brought to life in this book. Knowing both Damian and Alex this book is a must read for the sporting enthusiast.' Bill Sweetenham, former National Performance Director British Swimming, and coach to over 40 Olympic champions 'Damian Hughes challenges traditional coaching methods by encouraging coaches to maintain strong principles supported by self-awareness and the ability to adapt and change through the myriad of leadership challenges (and opportunities!). In this excellent book, Damian's inquisitive and insightful mind breaks down one of the greatest coaches in the history of sport. With examples from Sir Alex Ferguson's distinguished career, he masterfully illustrates a range of key principles which can be applied by any fan, coach or business leader.' Trent Robinson, head coach Sydney Roosters Rugby League and coach of the year, 2014 'Alex Ferguson was the master technician, the master psychologist. This book uncovers Ferguson's psychological techniques, along side Professor Hughes' analysis. The book flows, like great football, like the best Manchester United teams under the great man himself.' Professor Geoff Beattie, Psychologist, Edge Hill University 'An understanding of the mind's ways is a crucial part of being an elite athlete. I'm always learning about this area and there are always ways to improve. Damian Hughes has helped me become better equipped to deal with the mental stresses I encounter on court. He has helped me to reduce the fuzziness, and see things clearly when under pressure and I am confident that this book will do the same.' James Willstrop, World no. 1 Squash Player 'Elite coaching and leadership is about making the comfortable uncomfortable whilst helping the uncomfortable to become comfortable with change. Sir Alex Ferguson was the very best at that and Professor Damian Hughes has produced a compelling book which explains how he did this. I couldn't put it down and I am confident that you will find much in here to help you achieve success in your own chosen field.' Charles van Commenee, UK Athletics and 2012 GB Olympic Head Coach

Like The Chimp Paradox by Dr Steve Peters, How to Think Like Sir Alex Ferguson will show how having the psychological edge can be the difference between success and failure and will provide the key lessons that Ferguson applied at Manchester United and will show how they can be applied to any walk of personal or professional life.