The Rashford Renaissance: How Environment Influences Performance
Article by Charlie Burtt
You might be wondering what Marcus Rashford and Aston Villa have to do with organisational transformation. At first glance, not a lot. But dig a little deeper, and the connection becomes clear.
At Spitfire, we believe great outcomes stem from the right behaviours, which are driven by a shift in thinking. And how we think is influenced by our environment.
Marcus Rashford is a testament to this. Since joining Aston Villa, his performance has been nothing short of remarkable. After some very public challenges at Manchester United, the England forward appears to be rediscovering his best form, and has recently broken back into the England starting line-up.
His resurgence is a case study in how environment influences performance – a principle that sits at the heart of Spitfire’s approach to transformation.
The power of the right environment
When Rashford burst onto the scene at Manchester United, he was seen as a generational talent: quick, direct and clinical in front of goal. In the 2022/23 season he delivered on his potential, scoring 30 goals in 56 games. However, since that peak his output has dropped dramatically, with just 15 goals in 69 appearances for United. His performances were scrutinised, with concerns over his attitude and off-the-pitch behaviour being raised.
One key factor in this was how he was being deployed. When Rashford played deeper and further away from goal, it limited his attacking impact. This tactical shift, combined with an unsettled team environment contributed to his struggles.
Aston Villa provides something different for Rashford: a stable, high-performance environment with clear expectations. Unai Emery’s structured yet progressive coaching style, a well-defined tactical system, and a positive team culture created the conditions for Rashford to thrive. He has and will always have talent, but it’s his environment, including his teammates, his manager and the tactical system that’s transforming his performances.
Shifting mindsets to unlock potential
One of the most striking changes in Rashford’s game at Villa has been his mentality. He’s spoken about the importance of “freedom” when playing at his best, stating: “If I’m happy, I play my best football.”
Under Emery, he’s regained that sense of joy.
This emphasises more than tactical positioning. A change in environment has encouraged Rashford to think differently. At United, he often played with hesitation, perhaps second-guessing himself due to tactical uncertainty or fear of criticism. At Villa, he has the confidence to trust his instincts, knowing he operates within a structure designed to bring the best out of him.
This shift in thinking is crucial in business transformation. Many organisations struggle not because they lack skilled people, but because those people operate in environments that restrict their ability to think boldly and act decisively.
Change the environment and you unlock potential and reignite the spark.
Behaviours drive results
Football, much like business, is ultimately measured by results. Rashford’s resurgence isn’t just about talent, it’s about the right behaviours being nurtured in the right way.
Working with clients we often see the same pattern. Sustainable success doesn’t come from chasing short-term wins, but from embedding the right behaviours, encouraging collaboration, fostering a culture of accountability, and enabling continuous learning. These behaviours, when consistently reinforced, lead to the outcomes that businesses strive for.
The lesson for leaders
Rashford’s performance at Aston Villa should serve as inspiration for leaders in any field. If you want different results, start by creating the right environment.
Ask yourself:
Are we providing clarity on expectations and goals?
Are we fostering a culture where people feel empowered to make decisions?
Are we supporting individuals in developing the right mindset for high performance?
Talent alone isn’t enough to drive change. The best people will only fulfil their potential if they’re in an environment that brings out their best. Transformation isn’t about demanding better results, it’s about shaping the conditions that make better results inevitable.
Marcus Rashford’s story proves what’s possible when the right environment meets the right mindset. For businesses, the message is clear: if you want to transform performance, start with the environment you create.
If you fancy smashing a few (transformational) goals of your own, get in touch with our team.
While we can’t promise a stint at Villa Park, we can help you build a supportive environment that allows your people to do what they do best.