Episodes

  • Ep50: The Shortlist Funnel: Data, Video Scouting, Live Scouting and the Target Matrix.
    Mar 20 2026

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    Dive into how systematic processes in football recruitment can revolutionize your squad building—focusing on filtering, evidence-based decision making, and maintaining a live, dynamic target matrix. Perfect for club staff and analysts aiming for consistency and agility in player evaluation.
    In this episode:
    1. The significance of a disciplined funnel approach to streamline shortlisting
    2. Differentiating between long lists, filtered shortlists, and the importance of evidence consistency
    3. The four stages of the recruitment funnel: Data, Video, Live Scouting, and Target Matrix
    4. How to correctly apply behavioral filters at each stage to avoid wasting resources
    5. The role of evidence-based decision making and maintaining a collaborative, club-wide consensus
    6. Practical tips to keep the target matrix current, live, and actionable
    7. Common pitfalls in recruitment processes and how to mitigate them
    8. The value of discipline, routine, and continuous updates in recruitment work

    Timestamps:

    00:00 - Introduction to recruitment process discipline

    02:13 - The importance of a consistent funnel approach

    04:33 - The problem with unfiltered shortlists

    06:27 - Four stages of the recruitment funnel

    08:07 - Filtering based on behavioral evidence

    13:19 - The importance of pre-filtering and avoiding resource wastage

    18:37 - Focused video analysis—questions for behavioral confirmation

    22:45 - Balancing data limitations with evaluation rigor

    27:19 - The critical role of live scouting in assessing intangible traits

    31:53 - Developing and maintaining the target matrix

    36:55 - Continuous updates, resource allocation, and process discipline

    41:00 - Final thoughts and next episode preview


    Extra Tips:
    1. Regularly review and update your target matrix—each month if possible
    2. Ensure your behavioural filters are specific and questions are well-defined
    3. Use a clear evidence chain to justify and explain your recruitment decisions
    4. Focus scouting efforts on a handful of well-vetted candidates to maximise impact

    Remember:

    Building a reliable, evidence-backed recruitment process isn't quick, but the discipline and consistency pay off massively in squad quality and operational efficiency.

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    35 mins
  • Ep49: The Definition/Selection Meeting Split - When Are Player Names Allowed In The Room?
    Mar 14 2026

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    Summary

    This episode explores the importance of structured decision-making in recruitment, the role of AI tools, and the discipline needed to ensure quality standards.

    Hosts Tom Butterfield and David Bromley discuss how to implement effective processes, the split between definition and selection, and practical steps for recruiters.

    Key Topics

    1. The importance of clear standards and coverage maps in talent selection
    2. How AI tools can generate long lists but need human judgment for final decisions
    3. The split between defining the archetype and selecting the candidate
    4. The discipline of running a structured evidence chain from data to video to live scouting
    5. Practical steps for recruiters to improve decision quality before meetings

    Takeaways

    1. AI tools are useful for generating long lists but should not replace human judgment in final selection
    2. Clarity in standards and coverage maps ensures consistent measurement of candidates
    3. Defining archetypes and behaviors before discussing names improves decision quality
    4. Running a structured evidence chain reduces the risk of costly wrong hires
    5. Preparation steps like writing archetypes and metrics can be done before recruitment meetings

    Action Items

    1. Choose one role to recruit for and define the archetype in one sentence
    2. Identify three behaviors and corresponding metrics
    3. Write video questions to confirm behaviors
    4. Establish two non-negotiables for candidate evaluation
    5. Review and align the standard before discussing names

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    51 mins
  • Ep48: Turning Behaviours into Metrics - Choosing KPI's that Serve The Team Identity (And Avoid Analysis Theatre)
    Mar 5 2026

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    Summary

    In this episode of the AI in Football podcast, hosts Tom Butterfield and David Bromley discuss the critical aspects of recruitment in football, emphasizing the importance of clarity in defining player behaviors and the role of data analytics in making informed decisions. They explore the concept of 'Analysis Theatre,' where analysis appears rigorous but lacks connection to actual performance needs. The conversation also covers the significance of KPIs, the process of KPI weighting, and how AI can assist in refining recruitment strategies while ensuring that human judgment remains central to decision-making.

    Takeaways

    1. Recruitment decisions in football require clarity and defined behaviors.
    2. Analysis Theatre occurs when data analysis is disconnected from actual needs.
    3. KPIs should be based on behaviors rather than just metrics.
    4. AI can help streamline the recruitment process but should not replace human judgment.
    5. Effective recruitment involves a clear understanding of team identity and player fit.
    6. KPI weighting should reflect the agreed-upon team identity and objectives.
    7. The recruitment process should prioritize behaviors over statistics.
    8. Data without a behavioral anchor is often just noise.
    9. Clarity in recruitment meetings prevents subjective decision-making.
    10. The recruitment process should be iterative, refining behaviors and metrics continuously.

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    35 mins
  • Ep47: Formations & Role Archetypes — What Your Identity Demands From Each Line.
    Feb 28 2026

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    Summary

    In this episode of the AI in Football podcast, hosts Tom Butterfield and David Bromley delve into the critical aspects of recruitment in football, focusing on the significance of formations and role archetypes.

    They discuss how understanding these concepts can enhance recruitment decisions, ensuring that players fit the specific demands of a team's game model. The conversation emphasizes the importance of defining roles clearly and how this clarity can lead to more effective scouting and player selection.

    The episode also highlights the role of key performance indicators (KPIs) in evaluating player fit and the potential of AI in standardizing archetype definitions.

    Takeaways

    1. Formations serve as vehicles for team strategies.
    2. Role archetypes define specific player responsibilities.
    3. Recruitment should focus on job roles, not just player shapes.
    4. Understanding archetypes helps avoid recruitment mistakes.
    5. KPIs should reflect the demands of the game model.
    6. Different formations require different player deliverables.
    7. The same position can have vastly different archetypes.
    8. AI can assist in standardising player archetype definitions.
    9. Clear definitions lead to calmer recruitment meetings.
    10. Identifying archetypes is essential before making recruitment decisions.

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    28 mins
  • Bonus Episode 2 - Replacing Heung-Min Son - Ranking The Best Fit Replacements (Xavi Simons Ranked Number 33!)
    Feb 19 2026

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    Summary

    In this episode of the AI in Football podcast, hosts Tom Butterfield and David Bromley delve into the recruitment process for Tottenham Hotspur, focusing on the use of data analytics and AI in player selection.

    They discuss personal updates, the importance of a structured recruitment process, and the various stages involved in identifying and evaluating potential players.

    The conversation highlights the significance of data import, player rankings, video scouting, and the due diligence required before finalizing selections. The hosts reflect on the efficiency of the process and the need for continuous improvement in recruitment strategies.

    Takeaways

    1. The recruitment process is structured into multiple stages.
    2. Data analytics plays a crucial role in player selection.
    3. Pre-mortem analysis helps identify potential pitfalls in recruitment.
    4. Video scouting provides valuable insights into player performance.
    5. The target matrix is essential for tracking potential signings.
    6. Due diligence is necessary before finalizing player selections.
    7. Efficiency in scouting can lead to better recruitment outcomes.
    8. AI analysis can enhance the evaluation of player metrics.
    9. Continuous improvement is vital in recruitment strategies.
    10. Understanding the club's playing style is key to successful signings.

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    40 mins
  • Bonus Episode: What Type of Player Should Replace Son Heung-Min at Spurs?
    Feb 13 2026

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    Summary

    In this episode of the AI and Football podcast, hosts Tom Butterfield and David Bromley delve into the intricacies of football recruitment, particularly focusing on Tottenham Hotspur's challenges in replacing key players.

    They explore the role of AI in streamlining recruitment processes, defining objectives, and identifying player attributes that align with team strategies.

    The conversation emphasises the importance of data analysis, setting constraints, and establishing key performance indicators to evaluate potential recruits effectively.

    The hosts also discuss the significance of behavioural role definitions and the necessity of filtering players based on specific criteria to ensure a successful recruitment strategy.

    Takeaways

    1. AI can significantly enhance recruitment processes in football.
    2. Defining clear objectives is crucial for effective player replacement.
    3. Understanding player attributes helps in making informed recruitment decisions.
    4. Constraints and priorities guide the recruitment strategy.
    5. Behavioural role definitions clarify what is expected from players.
    6. Key performance indicators are essential for evaluating player effectiveness.
    7. Data analysis provides insights into player performance metrics.
    8. Filtering players based on specific criteria narrows down options.
    9. Collaboration and feedback are vital in refining recruitment strategies.
    10. The recruitment process is a continuous work in progress.

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    1 hr and 8 mins
  • Ep46: Identity → Game Model — Turning Words Into 'Behaviours by Phase'.
    Feb 6 2026

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    Summary

    In this episode of the AI in Football podcast, hosts Tom Butterfield and David Bromley delve into the significance of defining a game model in football recruitment. They discuss how a clear identity can streamline recruitment decisions, emphasizing the importance of observable player behaviors and the integration of AI in enhancing scouting processes. The conversation covers the various phases of a game, the implications for recruitment, and the necessity of proof behaviors to measure team performance effectively. The episode concludes with a look ahead to future discussions on formations and role archetypes.

    Takeaways

    1. Recruitment decisions should align with a club's identity.
    2. Defining a game model helps clarify recruitment needs.
    3. Observable behaviors are essential for effective coaching.
    4. Simplicity in defining player roles aids understanding.
    5. Proof behaviors provide measurable standards for performance.
    6. AI can enhance the recruitment process by standardizing evaluations.
    7. Clarity in communication between coaches and scouts is crucial.
    8. Identifying specific behaviours aids in player scouting.
    9. Game phases must be understood for effective strategy implementation.
    10. A concise game model fosters better team cohesion.

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    30 mins
  • Ep45: Templates + Variants — Defining Identity Fast (Without Turning the Club into a Cartoon)
    Jan 30 2026

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    27 mins