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Kevin Roberts, co-founder of 
NZ Edge, has a passionate devotion to the game they play in heaven. 
It began in his own playing days, inspired by Waka Nathan and Earle Kirton as a Lancashire youngster, through to serving as a director of the New Zealand Rugby Union during the birth of professionalism. 

Wherever he travels and speaks Kevin introduces new audiences to the heart-pumping spirit of the haka. His favourite novel is Lloyd Jones' Book of Fame (see 
his thoughts on this below). Here Kevin keeps up with the play in his regular columns for NZ Rugby World - his Postcard from the Edge.  

Read and enjoy:

Back on Track 
As winter tightens its icy grip on New Zealand, KR has been enjoying the Northern summer at his holiday house in St Tropez. As always, he has rugby on his mind and settles down to watch the All Blacks take on South Africa, this time in Cape Town. Richie McCaw was back to his untouchable best as the boys in black crushed the Boks 19-0, a thrashing in any language. Next stop, Brisbane.
(September 2008)

Where to From Here? 
There's no such thing as an easy game against South Africa, so after a win in Wellington the AB's knew they would come back firing at Carisbrook. With one a piece, it has set up a very interesting Tri-nations. However, with the pendulum having swung away from the Southern Hemisphere, KR believes NZ Rugby is facing its greatest challenge since going professional. Steve Tew must look to the Blue Ocean Strategy in order to re-establish our number one position in every facet of the game. 
(August 2008)

The Tough Season Ahead 
The All Black's 2008 season began with hiss and a roar against Ireland and England, but can they continue this form with the Tri Series just around the corner? KR reveals that the boys are going to have to dig deep if they are going to come out on top against Robbie Dean's Wallabies and the world champs, South Africa. He also reviews the latest Euro 2008 football action and the USA Eagle's disappointing form in the Churchill Cup. 
(July 2008)

A Game in Transition 
Thirteen years on from the introduction of professionalism into rugby, what is the state of the game in New Zealand? All is not well, and the shift of power has now moved to the Northern Hemisphere because "that is where the money is". In the 21st century, sport has undeniably strong links with business, so rather than ignoring this, we need to embrace it. KR looks to the success of the North and in particular Football, to form his strategy which will help the Southern Hemisphere take the power back. 
(June 2008)

It Doesn't Get Much Better Than This! 
KR recounts the spate of European rugby and football he has been attending over the last couple of months and is happy to report that the All Black imports are showing the Northern Hemisphere how it's done. In other news, Roy Keane is coming down to NZ to study with the AB's and the USA Eagles have signed Scott Johnson (Wales, Wallabies) for four years. 
(May 2008)

Five questions on the 6 Nations 
Half way through the six nations, KR draws up a progress report on the tournament. On the coaching front, the comparisons are stark: the Welsh are shining under the brilliance of Warren Gatland and Shaun Edwards, while the Scots struggle with a lack of structure and uninspired selections under Frank Hadden. The quality of rugby gets a mixed review, but on the upside the fans seem to be injecting new life into the games – in spite of broadcasters’ best efforts. 
(April 2008)

A New Game Plan
The NZRU's decision to reappoint Graham Henry as All Blacks coach is a positive one - but now is the time for important lessons to be learned. To make experience count and get back on the front foot, we can look to the world of business. A full assessment of the All Blacks' game plan - from the haka to the rotation policy and team management structures - is needed to put the team on track for success. KR spells out five focus areas for the men in black's 2008-2011 campaign.
(February 2008)

Decision Time
Hard thinking is the order of the day for the NZRU following the All Blacks’ loss to France at the World Cup. The decision to be made is a difficult one, and likely to produce an epic contest at Board level, albeit one we will never see. Yet ultimately the NZRU finds itself in a win-win situation: Graham Henry and his coaching panel still have an incredible record, while Robbie Deans stands head and shoulders above any other competitor. The challenge is to make a principled decision that recognises rugby is a business as well as a sport.
(November 2007)

At the main event
The Rugby World Cup provides a spectacle to savour – on and off the field. The All Blacks have started well, the second tier teams in the tournament have turned in some gutsy performances, and after the games rugby philosophy, camaraderie and story-telling are contributing to a rich experience for fans. Reflecting on the beginnings of this great sporting event, the merits of the 20-team format for the development of the game, and considers the prospects of the Cup’s leading contenders.
(September 2007)

Sold-out showcases
Professionalism can come with a cost. Over time, events in cycling, soccer and cricket that were once global sporting spectacles – the Tour de France and the respective world cups – have been robbed of their lustre by a single-minded focus on money. KR reflects on the demise of the codes and the lesson for Rugby Union.
(August 2007)

Testing times 
KR's relish of the World Cup is tainted by the prospect of a real power shift. The club game in the northern hemisphere is gaining momentum - and southern hemisphere players - while fans, sponsors and broadcasters are taken for a ride by a crowded international season and understrength teams. Sanzar needs to do some hard thinking to turn the tide and restore the spectacle of test rugby.
(July 2007)

We can repel the raiders
New Zealand was pivotal in ushering in rugby’s professional era, but now our prime assets are under threat as northern hemisphere clubs target our top players. KR unfolds an eight-point plan to combat the biggest threat to New Zealand rugby today.
(June 2007)

For the love of the game
Respected and loved around the world, the death of Bob Woolmer in suspicious circumstances at the Cricket World Cup in Jamaica has called into question the spirit of the modern game and the priorities of the ICC. Once known as the "Gentleman's Game", cricket's governing body must surely question the direction in which their sport is heading. Rugby players, fans and administrators alike should pay heed and fight to ensure that friendship, passion, sportsmanship and above all, a global love for the game, remain the drivers for participation.
(May 2007)

Six Nations - No Answers
While historical rivalries ensured that it delivered on passion and raw emotion, it is a pity that the same could not be said about the general standard of play in this year's Six Nations tournament. A general lack of consistency and depth at the top level could make for some tough times when the European teams meet their Southern Hemisphere rivals in France later this year. 
(April 2007)

The American Revolution
KR is appointed Chairman of USA Rugby. The game in the States has serious ambition and a growing stock of assets and experience. By contrast, English rugby is underwhelming and defeatist – and the Irish fly half has stuck his boot into the old foe in more ways than one.
(November 2006)

Better and Better
Nothing beats the clarity of discussion when aided by great NZ Sav Blanc - and when the discussion involves kicking back with JK in Milan, you know it will be worthwhile. The year in review, the year ahead and what to do about that line out… (October 2006)

Time for some innovation
With the RWC only one year out, the focus now turns onto what can be done to develop rugby into a truly global sport. The key to this may well be the extent to which the USA picks up and runs with the ball. In terms of adding to the games global appeal, their potential is phenomenal. (September 2006)

Will the Boks leader please stand up
Following some significant defeats at the hands of Australia and Les Bleus, leadership and depth within the Boks camp must surely come into question. Switching codes meanwhile, the Soccer World Cup managed to deliver some pretty disappointing action and some questionable behaviour by its so-called stars. 
(August 2006)

Addressing the USA Issue 
Kevin Roberts wants the development of USA rugby to be a priority for the International Rugby Board. (July 2006)

Sight for Sore Eyes
Kevin Roberts enthuses over Munster's European Cup triumph. (June 2006)

Six Nations Sub Optimum
Kevin Roberts reviews the Six Nations and doesn't like what he saw. "Lets hope the harder grounds in the Southern Hemisphere, and some fresher, young blood will re-inject the dynamism that was once a tradition of touring sides from the Northern Hemisphere." (May 2006)

View From the Edge - Prince Obolensky Lecture
Kevin Roberts earned an invitation to give the second Prince Obolensky Lecture held under the auspices of the All Party Parliamentary Rugby Union Group (APPRUG) in the Locarno Suite at the Foreign Office in London. 
(April 2006)

Enough to Drive a Man to Drink
Kevin Roberts finds summer rugby viewing a frustrating exercise after having to resort to watching Heineken Cup rugby on SKY. (February 2006)

It Doesn't Get Much Better Than This
Kevin Roberts sums up the great year that was for New Zealand Rugby. (December 2005)

What Goes on Tour
Checking out the lineup for the Northern hemipsphere tour party and observing the ripples caused by two stirring new Rugby books. (November 2005)

What We've Learned
With Europe firmly in our sights, what have we learned and what do we still need to learn to complete a fantastic 2005 for New Zealand Rugby? (October 2005)

Watch out for 'Moffo' and the Wily Welsh
Catching up with an old friend who wants to derail the All Blacks' Grand Slam hopes at the first hurdle. 
(September 2005)

The Eight Questions
From lessons learnt, to finding flow - a review of selection, preparation, management, media and injury.
A couple of weeks' reflection following the Lions Tour, just before we head off for the Tri Series. (August 2005)

Space seeking All Blacks will only get better
It's not only time to  bask in Michael Campbell's win in the US open. The All Blacks efforts against the Lions evoke memories of Jonah in the 1995 World Cup - get the ball to Carter. The boys from the edge find space in the middle. (July 2005)

Olympics, Soccer ... Now for the Lions
2012? - London has a compelling story and campaign, Paris has superb marketing, facilities and a Joi de vivre. The next games will be a fantastic showcase for China, and perhaps for Rugby Sevens? (June 2005)

Me and Richie McCaw
A future-focused selection for the Lions, Kirwan ousted at his peak and Ritchie McCaw on a stretcher? Or was it just a knock on the head? (May 2005) 

10 Things Keeping Me Awake at Night
Better participation, viability, programming and marketing. Strengthening Asia, North America, the Pacific Islands, Olympic contention and the IRB. The end of the beginning?
(April 2005) 

League offers latest Competitive Advantage 
How close will the codes get? Sharper lines, spatial awareness, less rehearsal and instinctive attack featured heavily in 2004. (Feb - March 2005) 

The pub was heaving with Silver Ferns
From Rome to Cardiff, to Sao Paulo, Rio and Paris. To a game that was heaven, a day the All Blacks left the field with no regrets. They delivered. (Dec 2004 - Jan 2005) 

NPC wins hands down
Canterbury display their own brand of flair, ruthlessness and professionalism and total calmness and belief.   (November 2004) 

Admiring Clive
The business mindset of Sir Clive Woodward - and the business of winning, step by step. (October 2004) 

Olympic Sevens and Six Wins
After a levelling end to the Tri-Nations, the Olympics are a lesson in the larger arena of sport. The black and silver ferns clearly outclass both the Aussies and our lookalike flag. And wouldn't the Rugby Sevens be as good as Beach Volleball? (September 2004) 

Irish Blarney
Spinning the yarns, courtesy of Willie John McBride - Ireland's own Colin Meads. (August 2004) 

Barbed Wire for Breakfast
Fitzy captures the essence of what it is to have a "re-found" forward pack. Rugby smarts on and off the field. (July 2004) 

Alama's Japanese lessons
Financial security and rugby scar tissue, the merits of "30-somethings" and the model of Japanese rugby as a blooding ground for coaches and players. The Alama Ieremia  story has it all. (June 2004) 

Six Learnings From The Six Nations

Great prospects for the international season ahead: Putting England to the sword. Hookers who throw spot-on lineout ball. Flair players given the option of a free flowing attack. A Lions tour to match the best.  (May 2004) 

That Old Familiar Six Nations Feeling
The passion, tension and deep local participation make Six Nations games a fantastic spectator sport. (April 2004) 

Islanders must come in from the Cold
Imagine a Pacific Islanders side featuring the athleticism of former All Black and Samoa flanker Andrew Blowers, the speed and finishing of Fiji's Rupeni Caucaunibuca, and the power of Tongan-born former All Black Isitolo Maka.
Put some reality beside the dream. Stop talking and start acting. (February-March 2004) 

Don't Forget JK
KR interviews John Kirwan about the Rugby World Cup, coaching and JK's future plans. (December 2003 - January 2004) 

SANZAR must sell SANZAR as is
It's time for the NZRU to  convince the TV networks that SANZAR is a major event and not a secondary event.  (November 2003) 

When We Compete, We Can Win
Bending it like Beckham, a story between the professionalism of Real Madrid, the legendary men of Munster and the All Blacks' readiness going into this year's Rugby World Cup. Go Black! (October 2003) 

Say "No" to Night Rugby
Test rugby and Dunedin equal "a great feeling of family and inspiration combined" - marred only by the downsides of night games. (September 2003) 

Sky High in Switzerland
Living overseas and watching the ABs on Sky? Your'e not alone. A tribute to the global community of rugby, the ageless T.P. McLean and Lloyd Jones' novel The Book of Fame. (August 2003) 

Fire and Ice
A provocative questioning of whether the energy and emotion of the haka is being practised at the right time and place. The All Blacks subsequently go on to earn the privilege, the Tri-Nations and the Bledisloe Cup. 
(July 2003) 

Super result, super competition
There is no resting on laurels as far as the Super 12 competition is concerned. A call for continued innovation. (June 2003) 

The Age of Paradox
"The essence of unleashing paradox is to refuse to make a choice. Every time you choose, you lose. Demand the best of both and make zero compromises on either". (May 2003)
    

Captain, My Captain (Baloney!)
Opening line: It doesn't really matter who will captain the All Blacks in the World Cup. (April 2003)

Back yourself, 
Give it a go, Anticipate, 
Draw, Back Up, Re-invent, Challenge, Change.

Lloyd Jones, 
The Book of Fame

This dictum might apply to the spirit of the New Zealand Edge as much as it does to the 1905 All Blacks Jones gives collective voice to here. The phrasing has the tone and urge of a coach’s pre-match changing room rap, but it might just as easily sit as mantra on the laboratory wall of a Rutherford, Sheppard, Britten or Lye.

The (infamously almost) all-conquering 1905 All Blacks set the benchmark for players who would follow wearing the black jersey embossed with silver fern. The tour of the United Kingdom was an event that shaped New Zealand's identity and the players returned to Aotearoa as New Zealand's first sporting celebrities. 

Nearly a century later the ABs have acculmulated one of the most impressive records in international sport and its attainment represents a history of creatively thinking inside the 100x50m rectangle – from 1905 innovations like the 2, 3, 2 scrum formation; the wing forward, controversial but effective; a fullback who played with a sun hat on, and ran outside the wing; to later moves like the willie-away and the disingenuous Maori side-step. 

The All Blacks continue to be an icon of the edge and a mantle bearer for achievement.  

Note: A selection of Kevin's  favourite TV Commercial spots, including Saatchi & Saatchi's acclaimed work for Adidas, are collected at www.saatchikevin.com

   

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