GUEST ARTICLE BY TIM MOORE

There’s a fine line between expectations and reality…

Two games. Six points. It’s been a steady start for the new England football manager, Thomas Tuchel.

However, as I watched the Three Lions’ victory over Latvia on Monday – a team ranked 140th in the world – it became clear that Tuchel’s transformation will not be the overnight miracle many England fans had hoped for.

Let’s not forget that this was the man who was anything but shy when criticising England’s Euro 2024 campaign under Gareth Southgate, which he claimed lacked intensity, identity and hunger.

Following Southgate’s departure last Summer (you’re still a legend in my book Gareth!), Tuchel was brought in on an eighteen-month contract with one very specific mission: to win the 2026 World Cup. No pressure then!

Tuchel’s appointment feels oddly familiar. Over the years, there have been many occasions where All-Tag has been brought in to help a retailer solve a specific problem. Granted, we weren’t tasked with delivering the World Cup(!), but the principle remains the same – step in, fix the issue and make a positive impact.

And when we’re successful, what started as a short-term gig has often led to new opportunities and longer-term conversations with those retailers.

I imagine the same could be true for Tuchel. His deal may only run until July 2026, but if he does the unthinkable and actually delivers that long-coveted trophy, who’s going to let him walk away? Though, should he decide to leave, I’m sure my beloved Burnley FC would welcome his winning ways with open arms!

Thomas Tuchel wasn’t the only name in the hat for what is undoubtedly the toughest job in English football. There were plenty of other candidates in the mix, but they all turned it down.

Of course, I don’t know the exact reasons behind their decisions, but I can make an educated guess. The expectations placed upon Southgate’s successor – both by the FA and a nation still aching from nearly sixty years of hurt – are extraordinarily high, bordering on unrealistic.

It takes a certain kind of person to step up to the plate (or into the dugout). But it also takes an equal measure of wisdom to step aside when you know you’re not the right person for the job. I suspect those other candidates arrived at that conclusion.

And that is a lesson I too have learned firsthand…

In the early days of All-Tag’s expansion, Dave and I were eager to satisfy every customer request. Not necessarily a bad thing, you might think. But in our enthusiasm, we occasionally bit off more than we could chew.

However, as the business has grown and matured, we have become acutely aware of our strengths and capabilities. We know what we can – and can’t – deliver to the exceptionally high standard we set for ourselves. As a result, we are now more selective in the projects we take on – just as we are with the strategic partnerships we’re forging as we continue to expand.

I can even recall one instance when turning down a particularly high-profile project actually earned us more credibility. We could have accepted the challenge and muddled our way through. But instead, we recognised that it was too ambitious for us at the time and, rather than compromise on quality, we respectfully declined. This honesty and self-awareness resonated with the retailer, strengthening our relationship far more than if we had taken on a job we weren’t fully equipped to deliver.

As I’ve discovered over the years, integrity goes a long way. Saying “no” isn’t a sign of weakness; it’s a mark of experience.

But success isn’t just about setting clear expectations from the start. It’s about having the ability to adapt and adjust when circumstances change. Much like in football, unforeseen external disruptions can sometimes force a reassessment of what’s realistically achievable.

If, for instance, Jude Bellingham, Harry Kane, and Jordan Pickford were all injured on the eve of the World Cup, expectations would shift dramatically overnight. Preparation is vital, but some factors will always be out of your control. The real test is having the confidence and the trust in your team to face these realities head-on, rather than burying your head in the sand.

At All-Tag, we are constantly being challenged by retailers to deliver solutions as quickly as possible. And whilst I of course understand the need for urgency, we must be mature enough to recognise when circumstances dictate a recalibration of expectations.

That’s why we are always open and honest in our conversations with retailers, ensuring we only ever set realistic expectations. We certainly don’t overpromise and underdeliver – a trap that countless England managers have fallen into over the years!

Speaking of expectations, as I write we are eagerly anticipating Retail Risk – London. It’s going to be a fantastic event, and I’m especially excited about the new Immersion Zone. My expectations for that are definitely set high!

By the time you read this, the inaugural Pride of Retail Awards will also have taken place. I hope everyone has recovered from the celebrations and that there aren’t too many sore heads today!

Wishing you all a quiet and restful weekend.