Dee in a Kilt

The MFC Board has a full plate. They will not be providing running commentary on journo reports. Also, there are times a Board will not correct an incorrect public perception if it means negatively impacting someone's reputation. The Board takes this "on the chin" for integrity and moral reasons. Since becoming President, Brad Green's every action has been to do the right thing for the MFC. Brad's Presidency has been like his captaincy - without ego. Given this, it's just not believable Brad and the Board took the Goody action without Steven Smith's blessing. It is common for a Board to approve a future action. For example, as a pure theoretical with no basis in fact, the Board might pre-approve an action to sack a coach based on, after the meeting, an independent report revealing a coach's leadership is no longer effective. Further, if a Board has a critical action, such as sacking and hiring of a professional team's coach, the responsible Board member would remain responsible even if there is a change in President or Chairman. It would be poor governance otherwise. Despite Steven Smith taking the Presidency reigns, It is good governance for Brad Green to remain responsible for the hiring of a new coach under terms and guidelines set by the Board. The Board has final approval after due consideration. If this means Brad stays as President a little longer, there is no drama. But somehow, this clickbait age creates a story.

😂😂 Yep, love Binman's work. He's important to Demonland. Both Roos and Goody discussed the veil of negativity that hangs over the Melbourne Footy Club. That in the last week angst has crept (hijacked) into every thread is evidence. Positivity is a force multiplier. My word the MFC and Demonland needs that.

@binman, awesome work on "Communications" feedback to Steven Smith and Paul Guerra. Your gifted at seeing the big picture, setting up processes, fact-based decision-making... Be interesting to know what your day job is... I'd like to suggest the next topic be: Constructive ideas to improve MFC's Governance, Transparency and AccountabilityI'd love George (what's his hashtag - The Pearl??), as he covers this topic so strongly on the Demonland Podie. But I'm not sure George is available right now. Here's why I think Governance, Transparency and Accountability is the right next topic: For the longest time, podcaster George has identified governance, transparency and accountability as a significant issue. @PaulRB specifically called for "active and engaged transparency" with embargos only on competitive issues - this was one of the most thoughtful, well-received responses @BKKBooga (40-year member) highlighted governance issues, particularly how "coterie groups run the place and are treated on a different level to everybody else" @beelzebub noted the coterie groups "guard their activities, influences and power very carefully and craftfully" @The Trunk proposed an independent review with "terms of reference shared with members" - directly addressing transparency @Previously known as LITD. mentioned Brad Green's letter as a "veiled reprimand" rather than genuine transparency about performance Why was there no transparency on last year's football department review? Why wasn't this review independent? What were the terms of that review? What were the accountabilities to ensure the review was implemented? The AFL is now a $1 billion industryIn 2024, MFC had $57 million revenue and assets of $44 million. Twenty years ago, MFC was essentially insolvent.Just 30 years ago, the AFL and most clubs were still run like today's country footy clubs, with emotion and passion trumping professionalism. The AFL and most clubs, MFC included, still suffer from amateurism trumping professionalism. Peter Jackson showed us the path. Governance, transparency and accountability becomes a foundation to professionalism, stability and strength. What do you think? Worthy of feedback to the new leadership using @binman's Communications template??

Hey @binman, in line with your suggested process, do you want to do your AI thing to arrive at a draft feedback to Steven Smith and Paul Guerra focused on Communications? As a next step, I will propose to our Demonland brothers and sisters the next topic to tackle.

On MMM, Maxy said he told Goody on Monday that he (Max) should play on Darcy this weekend. Didn't Max play a first quarter on Geelong's Tom Hawkins at one time?? I recall it confused the Geelong offence.

With Maysie back next week, I'm wondering if the Dogs game may be TMac's last as a player... Sincerely hope not. I'll go to the game just in case...

I'm surprised there's not discussion about Troy Chaplin. Troy has been an MFC assistant coach for 8 years and has a very good relationship with the players. He was the architect of our flag winning defence, successfully introducing and implementing the total team defence concept. He transitioned to the offensive coach for the 2025 season. Our offence has improved significantly as the season has progressed. Despite having Alan Richardson's guidance, the AFL Coaches Association CEO, Alistair Nicholson, will ensure Troy will have one or two mentors to help him with the transition. Richardson is accountable to the Board. The mentor(s) will be focused on supporting Troy as a coach and a person. One mentor will be an ex-coach and Alistair is likely to give Troy a few options. The other mentor may be someone in the system who has experienced being thrown in the deep end as an interim coach. It's my understanding Troy has aspirations to be a head coach. So these three weeks become very important. Also, the next three games become a test of player leadership - Gawny, Viney, Trac, Melk, TMac and off-field Lever and Maysie. All those saying the Dogs will whoop us are implying we lack player leadership. Frankly, our on-field leadership was lacking in the 4th quarter against St Kilda and at other times this season. Elite sport is so much between the ears. I'm quietly confident Chaplin and the player leadership will deliver. This Dogs game is intriguing.

@binman, excellent work identifying the video content gap and the Monash partnership opportunity. Agree 100% Ben Gibson's departure highlighted how much we were punching above our weight in this area, and you're right that we've fallen way behind. Your Monash University idea is particularly smart. Leveraging our geographic proximity and their expertise while giving students real-world experience. Building on your framework: Strategic suggestions: MFC should identify 2-3 signature content series. Real Madrid's "Behind the Dream" generated huge engagement. It was compelling and memorable. MFC's road to the flag series was excellent - but sadly one-off. Also, the health of any club is determined by an ability to continually attract the kids. There needs to be strategic focus on kids content without diminishing content for the broad member base. Additionally, members must hear announcements and breaking news through MFC social media as a trusted source, not through journalists - even when it's an uncomfortable story. Brand identity clarity: @BW511's post on the "Anger to Action" thread was brilliant, highlighting something crucial - we've allowed external caricatures (wine, cheese, snow) to become our identity by default rather than defining ourselves boldly. Our membership is so much than MCC members. An image of adult men and women MFC supporters in the general admission seats crying after the 2018 Mitch Hannan goal in the first final against Geelong needs to adorn the Board room wall. The solution is to own our heritage proudly, making it aspirational for ALL supporters. We're Australia's oldest professional sporting organisation - some have said the oldest in the world. That's extraordinary. Own that boldly. The Monash partnership could deliver this beautifully - high production values that match our standards, authentic storytelling that reflects our real supporter base.

@binman, this is outstanding work transforming our earlier discussion into something genuinely actionable. Your structured approach addresses all the key challenges we identified while creating a framework that could actually deliver results. A few thoughts on your excellent foundation: The AI summary approach is brilliant, removing emotion and bias while creating professional output the club can't dismiss as "just fan complaints." Having numerical support data (thumbs up/down) adds credibility that individual posts lack. Your communication elements are comprehensive but I'd suggest one addition: Internal communication processes. Evidence is MFC's external communications reflect its internal communications. How information flows between board, football department, and members. Many issues seem to stem from poor internal coordination before external communication even begins. The self-moderation model is crucial for credibility. If we can demonstrate mature, solution-focused discussion, it shows the club what they're missing by not engaging properly with this community. One process suggestion: Consider having a brief "impact/effort" assessment for each idea - distinguishing between quick wins (better injury reporting protocols) and longer-term strategic changes (complete website overhaul). This helps prioritise and shows we understand resource constraints. The fact that 266 people were online during a Friday afternoon despite our current form shows the engagement level here. That's exactly the passionate, committed stakeholder base any professional organization should want to tap into. This could genuinely become a template for how supporter communities engage constructively with their clubs. Let's make it work. 🙌🏻👏🏻👏🏻👏🏻 Binman

Sincere apologies @binman . I was wrapped up in family activities the whole weekend, including Friday afternoon. BTW, these activities included taking the whole family to the Eagles game. I've now seen your new thread and it's typical of you - intelligent, well thought out and constructive. You're awesome.

@binman this is a gentle nudge to start this communications thread. Hasn't this week amplified the issue! A public statement was not pre-prepared. Players heard via the media 🙄

Charles Darwin, the "survival of the fittest" and a lion brutally claiming a wildebeest come to mind. Darwin would argue such brutality is necessary for evolution to the fittest, smartest, strongest. This is where the CEO of the AFL Coaches Association, ex-Demon backman Alistair Nicholson, becomes important. The AFLCA is well rehearsed in this scenario. Alistair will ensure Goody feels supported and taken care of from a mental wellbeing POV. The head coaches have such a huge workload they don't speak to their fellow head coaches so much in-season. But on occasions like this, they will send messages of warmth and care. There's a sense of "There but for the grace of God go I." Alistair will ensure Goody is mentored through all this by an ex-coach. Alistair will check in frequently with the mentor and mentee. Alistair will also help with Goody's next phase in the AFL industry when the timing is right. Simon is still only 48. Given his MFC coaching premiership and his two premierships as Crows captain, he will have impact and bring wisdom where ever he goes next. Godspeed Goodwin.

We need to be patient with AFLW - but we live in an era lacking patience. We live in an age of instant gratification, instant messaging and Instagram, but there's no short cut to AFLW reaching the elite skills the men have had 166 years to get to where we are today. As a society, we want professional women's sport to inspire little girls, young women and deliver society leaders like Daisy Pearce. I want my granddaughters to believe they can do anything, achieve anything and that, as a society, we are giving them the same opportunities as their brothers and male cousins. There's a wonderful Chinese proverb "If you're planning for one year, grow rice. If your planning for 20 years, grow trees. If your planning for centuries, grow leaders." That's what the AFLW is about.

Brilliant @The Trunk! It would be awesome if Peter Jackson ran the review. I wonder if Steven Smith has that gravitas. 🤔

@BW511, your post genuinely moved me - it brought a tear to my eyes, and I suspect it will resonate with many others here. The honesty about being a "fairweather" supporter while still caring deeply enough to hope for change - that's probably more common than people admit, and it makes your voice even more valuable. I remember the 2018 final against Geelong when Mitch Hannan kicked that amazing goal in the fourth quarter. The MCG erupted and it felt like 80% of the crowd were Demon supporters. When they showed the crowd after that goal, grown men and women were crying. That's what you're talking about - the deep, genuine emotion beneath all the superficial stereotypes. Also, I love the respect Dees fans show (with the odd exception) - the respect shown on the Demonland podcast by Andy, George and Binman towards each other and to Demonland members; the way Andy has built this community, the genuine care beneath the frustration. That's all the real Melbourne - not the "holier than thou" stereotype, the exclusive memberships and snow jokes, but people like your matriarch who bled red and blue through decades of heartbreak, and supporters like you who still show up on forums hoping for something better. Thanks for the encouragement about this initiative. Thankfully, Binman has said he will tackle the next step in this quest to use Demonland as a united voice to the incoming President and CEO. BW511, your emotional post inspires the grit to get this done.

Seriously, there's an argument to say a Demonland representative be on the Board. Demonland represents two critical MFC stakeholders - paying members and the fan base. It is common to have a large shareholder on a board. The MFC members are like company shareholders and Demonland would represent the biggest block of MFC members. Also, it is critical a Board be knowledgeable of the MFC fan base. Again, Demonland would represent the MFC's biggest block of MFC fans. Would love to see Andy, George or Binman on the MFC Board. They'd have their finger on the pulse of MFC members and fans...

Great catch @Cyclops. For proper governance, I'd like to see the podie interview Board candidates. With what members have experienced, we need more than 500 words. We need to get to the authenticate person.

Let's stay focused on the road ahead of us, not the rear view mirror. There are other threads for the rear view mirror. The opportunity for us is influence the mindset of the incoming President and CEO. Let's grab that with both hands...🦾

Same thought went through my mind when I read it. Perhaps the current Board is walking on eggshells until Steven Smith starts. We need the Board having the strength to communicate this directly rather than through a trusted journalist.

@BDA, thanks for that honest perspective. I totally get the grumpiness after Sunday. Your point about the kids not being embarrassed really hits home - that's what this is ultimately about, isn't it? Building something that is really attractive to kids and they can be proud of wearing Dees colours. I love seeing more MFC jerseys at Auskick now and the kids showing up to Dees games - it makes my heart skip a beat or two in joy. To keep and attract these kids, we need to do what I recall Ron Barassi saying - we need to become a club "where their performances can be trusted". Barassi nailed it. You're absolutely right that getting the right people in key positions is fundamental. Smith and Guerra have the credentials. Like you, I'm hoping they can deliver what Jackson did - competent, professional leadership - and not afraiod to be ruthless when called for. You're right that we can't directly influence the football department decisions, but we can at least let the new leadership know what matters most to members like you - competence, heart, and performances our kids can be proud of. Sometimes the simplest messages are the most powerful.

@Demonsone, you've connected some important dots there. The pattern you've identified - from the May incident through to the Oliver situation and Petracca's comments about standards - may suggest systemic cultural issues. Your point about "fractures leading to selfish rather than selfless" really resonates. That shift from team-first to individual-first mentality may explain a lot. Back to @binman's point about communication, would it have been appropriate for the club to be more open and transparent about these incidents and what the club was doing about it. These are exactly the kinds of deeper cultural and accountability issues where the members are in the dark. The club needs to understand supporters see these patterns and are genuinely concerned about the direction of the culture, not just the win-loss record. This is the sort of substantive insight that would make a collective response powerful. It's not just about performance, it's about the values and standards we expect from our club.

@binman, this is brilliant and exactly the kind of leadership we need to make this work. You've identified the key challenges (consensus, moderation complexity) while offering a practical solution that could actually deliver results. Your point about free focus group feedback is spot on. The club would be mad to ignore well-considered input from a respected platform when they're likely spending six figures on consultants for inferior insights. Starting with communication makes perfect sense. It's an area where there's already broad consensus improvement is needed, it's not strategically sensitive, and success there could build momentum for further feedback on aras of critical concern. The self-moderation approach focused on constructive input rather than formal consensus is much more achievable. Consensus is the absence of leadership and we want Demonalnd to show leadership. It would be brilliant if you start that thread. This could be the beginning of something genuinely valuable, for both for members who want their voices heard constructively, and for a club that desperately needs better connection with its supporter base.

@PaulRB, exactly! You've nailed what so many of us are feeling. "Active and engaged transparency" is a perfect way to put it. We're not asking for trade secrets or tactical plans, just honest communication about where the club thinks we are and where we're heading on an ongoing basis. Your point about embargos on competitive issues shows this can be done professionally without compromising the club's strategic position. It's about respect for the membership and basic governance principles. The fact you immediately thought of transparency and communication when asked "what would I like from the MFC" suggests these aren't fringe concerns. They're fundamental needs that many members share. This is exactly the kind of thoughtful input that would make a collective letter powerful. You've articulated the "what" and the "how" beautifully. Indeed, Go Dees!

@48 Year Now, that's exactly the perspective we need to hear. When someone with your depth of experience says that was the worst capitulation they've seen across decades of lean years, it puts everything in context. That kind of insight from long-term members like yourself is precisely why a coordinated response could carry real weight. The club needs to understand this isn't just typical post-loss frustration - this is unprecedented concern from people who've seen it all.

I'm just an ordinary dude from Bondi Beach Public School" who wants to make a difference