I make no excuse for harping on about the importance of values (see my previous blog http://ed.throughcreative.com/?p=17) and it seems that the RFU is severely lacking in the most basic foundation you find at the core of successful organisations.

The resignation of Martin Johnson is not going to solve anything – the issues go deep into the organisation. The men at the top need to have a long hard look at themselves rather than finding a scapegoat to keep them in a job.

Values define an organisation’s people, its culture and should guide all thoughts and actions and act as the benchmark for behaviour (as a strategic marketing agency we emphasise this with all our clients and use values to inform the creative direction in which we take brand identities). Sure this was severely lacking in the trip to the World Cup in New Zealand but the values of an organisation need to be set at the top and then leaders need to lead by example.

Had the values been clear then the England players would have known what was acceptable and the whole trip would have been a lot more enjoyable and successful.

It’s time to get back to basics gentlemen of the RFU and stop making excuses.