Sport is a great guide in the world of business. It not only teaches us the basics in health and vitality but also values that we can incorporate into business helping people be more productive, focused and engaged, whilst, at the same time, enjoying life.

This year, 2015, is rugby’s big year with the World Cup starting in September. Rugby is a great example of a sport which has values in ‘playing the game not the score’ in order to reach the top.

How do some of rugby’s best teams stay at the top of their game?

1.   Drop the ego

When Graham Henry took over as manager of the All Blacks rugby team after a failed 2003 campaign he set about rebuilding the world’s most successful rugby team. He placed emphasis on individual character and personal leadership, their mantra being “Better people make better All Blacks”.

"When you put on the jersey you’re representing all those who have gone before"

They recruit on character as well as talent and, as a result, some of New Zealand’s best players will never pull on an All Black jersey because their ego has become bigger than them and hence detrimental to Whanau (the Maori word for ‘extended family’).

The current England side talk about “band of brothers” meaning that no one player is bigger than the team.

A good creative leader doesn’t take themselves too seriously, they laugh at their own expense and are constantly experimenting. Big egos stifle creativity.

Put all your energy into recruiting the right people, trust your gut and be happy to hold out for the right person. To quote Apple’s Dan Jacobs : “ I’d rather have a hole in my team than an asshole in my team”!

2.   Set explicit standards

Sir Clive Woodward, Englands ex-rugby coach is famous for being a maverick and risk taker in his management style, Standards were an essential part of his taking them to victory in the 2003 Rugby World Cup.

He expected everyone to dress smartly, use mobile phones only in their own rooms and run on ‘Lombardi time” (Inspired by Vince Lombardi, famed coach of American Football Team, Green Bay Packers) whereby everyone arrived at a meeting 10 minutes early.

Jonny Wilkinson: England's ultimate team player, despite scoring more points than anyone else

The belief being that Champions need to behave like Champions before they can become champions. He did not police these standards, instead the team self-appointed “Governors” to deal with any breaches.

The All Blacks talk about ’total accountability’ through actions not words. The team players set their watches 10 minutes fast so they are never late. In order to ensure that one of their core values of humility runs ‘bone deep’, they ’sweep the sheds’ so, at the end of a game, you’ll find some of the world’s most famous players sweeping and cleaning the changing rooms.

Ask yourself what standards should you set that would make a big difference to the way you operated?

3. Have a shared ‘higher purpose’

A clear sense of purpose was proven by National Geographics survey on the secrets of longevity to be the number one key. The Japanese call this ‘Ikigia’ which means “your reason for getting up in the morning”. The easier you can articulate your Ikigia the longer and more fulfilled your life.

Stuart Lancaster tapped into this when he took over the England team. He asked all the parents to write to their sons telling them what it meant to have them playing for England. He also got ex-players to write down what it meant to them to represent their country. Stuart knew that, if he could tap into a ‘higher purpose’, the team would perform better because it meant more to everyone involved.

The All Blacks talk about ‘leaving the jersey in a better place than you found it’ reminding you that when you put on the jersey you’re representing all those who have gone before you as well as those who follow – you’re part of a legacy.

Forget days of health and safety, engage peoples hearts, make them feel part of something special.

4. Always learning, always growing

Sir Clive Woodward talks about ‘teachability’ which is the awareness and thirst to grow, develop and take on feedback.

We are all brands and, whether we like it or not, people judge us based on how we show up and act accordingly. The best creative leaders have an awareness of their personal brand and are constantly demanding feedback on what they are good at and where they can improve.

It sends a strong message that you’re constantly looking to move forward and develop.

Stimulate, challenge and encourage feedback amongst your people and you’ll energise them to achieve greater, extra things.

5. Prepare for the pressure

One of Sir Clive’s key selection criteria for his 2003 world cup winning side was based on an individual’s ability to perform under pressure. His mantra was TCUP. ‘Thinking creatively under pressure’.

After their failed 2005 World cup the All Blacks worked with a forensic psychiatrist to help them understand how the brain works under pressure. The language they now use is;

Red head; Unresourceful, off task, panicked and ineffective.

Blue head; Optimal, on task and therefore operates at best ability.

The players then devised their own ‘triggers’ to help switch from Red to Blue during a game.

The ‘state’ you are in at any given moment has more impact than your ability. In business it can be very easy to fall into habits and routines.

Brandon Steiner in his book , ‘You Gotta Have Balls’  explains how the most successful athletes say ‘play the game not the score’. Steiner explains the value into interpreting this into the workplace ‘Do as much as you can, for as many people as you can, as often as you can, without expecting anything in return.

Don't worry about what you're getting back. Don't worry about how many dollars that person is going to equal for you. Being generous without keeping score strengthens your spirit, keeps you focused on the people who make your business what it is, and helps breed success.’

So beware ‘business as usual’. Inject some freshness into the way you work. Plan in some surprises. Keep people guessing and on their toes (in a good way) and inevitably they’ll become more energised and resourceful. Make your focus the game rather than the score.

Big year for rugby, big year for business. Make it count.

Jim Lusty, speaker and partner of Upping Your Elvis, specialists in creative leadership.