Good article. But the more I look at this, from afar, it’s clear how to approach the future. It starts with the Celtic fans deciding what they consider success. And then seeing whether that vision is shared with DD. Today, people are just angry and haven’t cleared their head 1/n https://twitter.com/mcgowan_stephen/status/1335336056976183296

Let’s get into that. Celtic fans need to take a lot of the blame because they have defined “success” badly. Domestic trebles were cheered whilst the general undeniable decline was ignored. My question is: have they learnt their lesson? Coz it all starts from what they want 2/n

For me, here are the possible KPIs that the fans could want: 1) the league 2) the 2 cups 3) qualification UCL 4) last 16 UCL 5) coaches visibly improving players 6) % of academy players in first team. So 6 items on the balanced scorecard. 3/n

One the main errors from the fans has been prioritising the 2 cups over Europe. We know why: bragging rights! I get asked often “would you go back after Peter”. The answer is easy: unless I feel the fans want to define success properly, I’m miscast. So what do fans want now? 4/n

What the fans should want and how they should judge the club is 1) the league 2) qualification of ucl 3) top coaching of players 4) the local academy lads. 5) top value for money recruitment. FORGET BEATING RANGERS IN THE 2 CUPS. IT MEANS NOTHING IN MODERN FOOTBALL. 5/n

what should the Board define as success? 1) the same footballing KPIs above, benchmarked against similar European teams.(an utter failure in the last 10 years). 2) modern commercial KPIs for the direct to consumer world. Fan Lifetime value and arpu. 3) growth of Celtic brand. 6/n

4) growth of the Celtic diaspora community. Tech and data allow this to be easily judged. 5) a demonstrable 5 year plan of squad evolution. With clear recruitment strategy for players who will leave. 6) excellence in coaching. I mean data driven excellence. 7) profits. 7/n

8/8. The tragic issue for our club has been that rather than a balanced scorecard for defining “achievement”; it’s been only #TIAR and an accountant’s bottom line. Ultimately we all revert to type. Peter is a very good accountant. That’s not enough in 2020. @PaulJohnDykes