Consider the question - why does anyone buy sports books, or books about or by sports stars? For sure there is a souvenir and nostalgia element. But people also buy sports books to see if our heroes give any clues to the magic ingredient that has made them so successful. We read them to see what we can learn about their lives, particularly in the hard times, and how they triumphed over adversity. In the first in the new series from Aurum Sports sports psychologist Damian Hughes, who has worked with Manchester United, lifts the lid on what made Sir Alex Ferguson the most successful football manager Great Britain has ever produced. He will give the reader an understanding of what Ferguson did to get the best out of his players, and how we can learn from him and apply these lessons to our professional and personal lives.