Football tactics - think of three "exceptions to the rule" that someone tried
Was recently asked to do this for business, and I reckon you can apply it to any industry.
So, rather than just being an innovator, which can be hard to do, some people choose to look at the norm and go against the grain. They were "exceptions to the rule" and for better or worse it seemed to work.
1) Not sure who pioneered this but Sam Allardyce's teams where the defence would all leg it out of the penalty area when defending a set piece, leaving the attacking side laughably offside. It was an exception to the rule of generally sitting on your 18 yard line.
2) Franz Beckenbauer plays sweeper. I'm sure someone will argue with this (there's an Italian coach who claims he invented it) but he contradicted the norm by playing behind the defence but also carrying the ball out. It was an exception that become common parlance.
3) Of course, total football has to be mentioned. The rule was, and is, each player has a set position and speciality, and woe betide anyone who gets "out of position". Total football, effectively employed or not, was an attempt to be an exception to the rule.
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