The club's media release states that the board of directors have moved Craig on to staff for two reasons:
1. It has a continuing confidence that Neil can lead the club to a premiership.
2. It has a longer-term outlook, imagining how they might use him in life after coaching.
The decision's ramifications are exciting and adventurous, and another reason why good AFL clubs are seen as locations of choice for Australia's best sporting coaches.
The decision makes perfect sense for Adelaide now.
In practical terms by asserting their confidence that Craig is the person to take the club to its next premiership Adelaide avoids the inevitable circus that now surrounds a coach coming out of contract. That means all energies in 2011 can be directed to that next flag, whether the club challenges this year or not.
The decision also shows that the qualities and skills of the senior coach are recognised and valued by the club.
That is a big tick for Craig and a mark of respect for his ability and values. It is also a big tick for Adelaide, showcasing it as a place where quality people would aspire to be.
Clearly Craig's intellect and attitude are qualities the club wants to retain beyond his life as the senior coach.
As well as being an outstanding player in the SANFL, Craig was involved in Olympic sport as a sports scientist and has tremendous knowledge of the AFL game in the areas of strength and conditioning, player preparation rehab and psychology. His skills and expertise would make him an excellent high performance manager.
Not only that but his presence around the club will embed attitudes critical to a high performance culture that he represents: team first, honesty, trust, and a holistic approach to each individual within the football club.
These are clearly ingredients necessary for success.
The move is no blank cheque however. Within the agreement is a period of notice that is relatively short giving both parties flexibility if circumstances change and either the club changes its position as to Craig being the person to take Adelaide to the flag in 2011 or 2012 or beyond, or Craig decides he no longer has the support of the CEO and the board.
There is little danger for either party in such an arrangement because both club and individual clearly trust and respect the values and reasons behind the agreement. That's why Craig's whole-hearted agreement to the concept was so critical.
Adelaide would expect that whenever Craig's time as senior coach finished he would take a break, clearing the mind of the stresses and strains inherent in the senior coaching role, before returning to the club and adding value as a permanent member of staff. Imagine that: an experienced person with a fresh outlook on hand to assist the club.
For Craig's successor - whoever that might be in the future - the decision is positive. That person will enter a stable environment at a club that supports their coach in both the short and the long-term.
To say coaching and club culture is changing is an understatement.
Collingwood president Eddie McGuire was the first to push a structure of retaining senior coach Mick Malthouse beyond his tenure and to remain at the Magpies as Director of Coaching. Malthouse and Nathan Buckley showed their club first mentality when accepting what was then an unheard of and much questioned structure.
Soon enough Sydney had announced John Longmire would succeed Paul Roos as coach. Roos has accepted a role within the Swans' academy as well as becoming a media commentator.
In January, 2011, Geelong CEO Brian Cook revealed to the AFL National Coaching Conference that Geelong had used a seven-point appraisal system to determine the club's new coach that put the most weighting (25 per cent) on apparently non-football criteria: Leadership and cultural development.
The other aspects considered necessary for a senior coach to be effective were: personal qualities, management ability, technical ability, coaching history, ability to communicate and commercial appeal.
Such sensible business-minded approaches show that coming to a conclusion that is good for the club can be good for individuals as well.
People with experience and knowledge are retained after doing the hard yards in the senior coaching position and everyone benefits. The club knows it is not losing experience and connection, and with goodwill on both sides, can maximise value.
It makes clear sense that coaches with the right expertise representing the values of a club should be retained where possible; importantly the end of time as senior coach is not the end of the line at the club.
It's worth noting that 10 of the past 11 Richmond coaches (before Damien Hardwick) have not coached again. It's possible the presence of one of those men beyond their time in a re-positioned role would have helped their successor avoid many of the mistakes they made during their tenure and set the club more quickly towards success.
Few clubs have been able to build upon a period of success with further success. This has been a challenge made harder by clubs’ traditional approach to moving on coaches when the love affair between club and coach turns sour. Thankfully clubs are recognising the absurdity of this tradition.
Adelaide's decision is superb, one whose merits should be examined by every AFL club.
The views in this story are those of the author and not necessarily those of the clubs or the AFL
