AWARENESS

It is a non-negotiable that those players fortunate enough to wear the All Blacks jersey understand the full extent of their obligations. There is an expectation that All Blacks will uphold not just the highest standards on the field, but o it, too.

Like it or lump, they are expected to be ‘brand ambassadors’ all the time. There is no o switch or period when the behavioural expectations are lowered. All Blacks have to be aware of the extent of their responsibility and the importance of upholding standards.

As Liam Messam said in 2014: “You know what the culture is but you don’t really understand what it is until you get into the system. Once you are in there, the management and leaders do a really good job in making sure you lift those values every day.

“The leaders always say you are an All Black 24/7. There are not too many rules, I guess – it is the All Black way. The boys understand what that is. It’s just about being a genuine human.”