Rugby, Luis Enrique and the art of turning observation into strategic advantage
In rugby, "taking a higher view" is not a figurative expression.
For years, coaches have been going up into the stands to observe the matchfrom above :
the movements of the defensive line,
the spaces that open up,
the opponents' imbalances,
the recurring behaviours in static phases,
the opportunities for breaks.
This panoramic view is not just a visual comfort: it isa source of data.
Every movement, every position, every sequence is information that, when put together, allows us to understand:
✔ what works,
✔ what doesn't work,
✔ and what needs to be adjusted.
It is no coincidence that some analysts explain that a rugby match can generate up to 13,000 coded pieces of information: actions, impact zones, animation speeds, positions, transitions, fouls, rucks won/lost…
The performance of modern rugby relies on a strong culture: observe, analyse, decide.
Luis Enrique: a coach who reads the game… from above
At PSG, Luis Enrique surprised by observing several first halves from the stands before coming down at half-time.
Why does he do this?
Because, like rugby coaches, he wants to see the game as a whole.
On the edge of the pitch, you see the intensity.
From the stands, you see the strategy.
From above, he can observe:
the opponent's defensive structure,
the passing circuits that work or get blocked,
the spaces that appear between the lines,
the shifts that can create opportunities,
the moments when his team loses control of the tempo.
These observations become qualitative data that inform his decision.
We see it in match analyses:
During certain periods, his PSG exchanged over 6,800 passes, dominated possession, controlled the areas of play.
These are not 'stats for the sake of stats': it is a strategic choice based on what he observes and measures in the actual game.
The stand allows him to take a step back, identify trends, and then arrive at half-time with precise adjustments :
a player too high, a line too low, an underutilised corridor, poorly oriented pressing.
Once again: observation → analysis → decision → performance.
And what if companies did the same thing?
What rugby and Luis Enrique do on the pitch, companies must do in their market.
Take a step back
Understand the market as a whole:
customer behaviours,
growth areas,
weak signals,
new entrants,
the frictions in the customer experience.
Without height, we react impulsively.
With height, we anticipate.
Transforming observation into analysis
Just as coaches analyse thousands of pieces of information per match, companies must analyse:
customer journeys,
shopping habits,
expressed and latent needs,
brand perceptions,
irritants.
It is this work that allows us to see what the field does not immediately show.
Decide faster and better
In sports as in business, the ability to make the right decisions faster than others creates competitive advantage.
Companies that systematically use data and marketing research:
are 23% more effective in growth,
retain their customers more,
identify breakthrough opportunities earlier,
sustainably dominate their competitors.
Like PSG in Ligue 1 or the French XV in their line-out analyses,
they seek not only to win... but to dominate.
And you?
What height are you taking today in your market?
Do you see the whole game?
Do you really know your breakthrough opportunities?
If you wish to:
better understand your market,
analyse your customers in depth,
identify concrete growth levers,
turn your data into strategic decisions,
👉 I would be delighted to discuss this with you.
📩 Contact: antoine.adalytics@gmail.com