Shankly wrote in his autobiography that he had long prepared himself for a career as a football manager. In spotting a player, he always applied a basic formula which was that, first and foremost, the player must have both ability and courage. Other attributes were physical fitness and willingness to work, especially to struggle against the odds. Shankly's work ethic transformed the team who finished 15th in 1948–49 after he had been in charge for only the last few matches. They improved to ninth in 1949–50 and then to third in 1950–51, almost gaining promotion. Shankly used
psychology to motivate his players, for example telling them that the opposition had had a very tiring journey and were not fit to play the match. He urged the local population to support the team and would use the public address system at matches to tell the crowd about his team changes and how his strategy was improving the team. He even burned all the kits. When the team was travelling to
Lincoln City, he saw a sportswear shop in
Doncaster and stopped the coach to buy a full set of kits in which the team played at Lincoln. Season ticket sales in 1950–51 reached an all-time high and Carlisle challenged strongly for promotion as well as achieving a draw with Arsenal at
Highbury in the FA Cup. It ended badly, however, because Shankly accused the club's board of reneging on a bonus promise for the players should the team finish in the top three of the league. He resigned and accepted an offer from Grimsby Town. Shankly's overall record in league football at Carlisle was 42 wins and 22 defeats from 95 matches. Shankly moved to manage Grimsby Town in June 1951. He said in his autobiography that there was greater potential at Grimsby than at Carlisle. His main problems were that Grimsby had been relegated twice in recent seasons, dropping from the First to the Third Division, and some good players had been transferred before he arrived. Even so, Shankly believed he still had good players to work with and was able to buy some additional players on the transfer market for low fees. Shankly insisted in his autobiography that his Grimsby team was: Kelly added that this kind of talk by Shankly could only boost morale at the club. The games would last an hour each time. Shankly worked on set pieces such as throw-ins and tried to devise a method of counter-attacking from corners conceded. In 1953–54, Shankly became disillusioned when the board could not give him money to buy new players. He was reluctant to promote some promising reserves because of loyalty to the older players (a fault that was to resurface at Liverpool years later) and he finally resigned in January 1954, citing the board's lack of ambition as his main reason. In his autobiography, he said that he and his wife were feeling homesick in Grimsby and, when an opportunity came to manage
Workington, he was attracted to the challenge partly because they would be closer to Scotland. Workington rose to 18th by the end of the 1953–54 season and so did not have to apply for re-election. In 1954–55, the team finished a creditable eighth and saw a rise in attendances from 6,000 to 8,000. The situation led to numerous arguments with the club's board which, as Kelly records, included a majority of rugby league men whose interest in football took second place to rugby. Shankly resigned on 15 November 1955 to take up the post of assistant manager at Huddersfield Town, working with his old friend Andy Beattie. His record in league football at Workington was 35 wins and 27 defeats from 85 matches. Shankly did not gain promotion at Huddersfield, the team finishing 12th in 1956–57, ninth in 1957–58 and 14th in 1958–59. Other players in Shankly's Huddersfield team were
Ken Taylor, who was an
England Test cricketer; striker
Les Massie and captain
Bill McGarry. On 21 December 1957, Huddersfield lost
7-6 to
Charlton Athletic, who played most of the match with ten men, after Huddersfield were leading 5–1 with just 27 minutes remaining. Shankly described it as one of the most amazing games he had ever seen. On another occasion, Huddersfield beat Liverpool 5–0 with ten men and Shankly recalled the Liverpool directors leaving the ground in single file as if they were in a funeral procession. Disillusioned by a board that wanted to sell his best players without offering money to buy replacements, Shankly felt stifled by Huddersfield's lack of ambition and was delighted in November 1959 to receive an approach for his services by Liverpool. He recalled how Liverpool chairman Tom (T.V.) Williams asked him if he would like to manage the best club in the country, to which Shankly replied: "Why, is Matt Busby packing up?" Shankly decided to think about the offer as he realised the great potential at Liverpool, who like Huddersfield were in the Second Division at that time. Rumours began and were fuelled by Liverpool's visit to
Leeds Road on 28 November. Although Huddersfield won the game 1–0, Shankly accepted the Liverpool offer and resigned his position as Huddersfield manager at a board meeting on 1 December 1959. His league record at Huddersfield was 49 wins and 47 defeats in 129 matches. Anfield itself was in disrepair with no means of watering the pitch and Shankly insisted the club spend £3,000 to rectify that. Shankly described the training ground at
Melwood as "a shambles". The Liverpool squad he inherited consisted largely of average players and some promising reserves. Paisley's influence at Liverpool was crucial for, as Kelly puts it, Shankly was "the great motivating force behind Liverpool, but it was Paisley who was the tactician". One aspect of the quartet's legacy to football was the conversion of an old storage room into what became known as the "
Boot Room", which was used for tactical discussion while cleaning and repairing boots. Although Shankly believed he had an excellent coaching staff, the playing staff were not so impressive – indeed, Shankly said of the latter: After only one match I knew that the team as a whole was not good enough. I made up my mind that we needed strengthening through the middle, a goalkeeper and a centre half who between them could stop goals, and somebody up front to create goals and score them. To deal with what he saw as a below average playing squad, he placed 24 players on the transfer list. All of them had left the club within one year. Shankly resolutely pursued his strength through the middle goal and knew which three players he needed to achieve it. Melwood was overgrown and had only an old wooden
cricket pavilion. Shankly commented that one of the pitches looked as if bombs had been dropped on it and he asked if the Germans had been over in the war. He instituted a development programme to cultivate the site and modernise the facilities. In the meantime, he arranged for the players to meet and change at Anfield before going to and from Melwood by bus. Five-a-side games, as at all Shankly's earlier clubs, were at the heart of the system and he again insisted on these being as competitive as league matches. One particular routine designed to develop stamina, reflexes and ball skills was the "sweat box" which Shankly described as: "using boards like the walls of a house with players playing the ball off one wall and on to the next; the ball was played against the boards, you controlled it, turned around and took it again". Shankly got the idea from a routine he had seen Tom Finney use at Preston to hone his skills. After experimenting with the routine, he set the players a limit of two minutes per session. The system was geared to Shankly's simple philosophy of "pass and move", which formed the basis of Liverpool's strategy. Shankly insisted on suitable cooling-off periods after training (now called "warming down") before the players took a bath and had a meal. The team changed the studs in their boots to suit all playing conditions. Shankly summarised the entire strategy in terms of attention to detail with nothing left to chance. Liverpool's recovery depended on new players being acquired and, in his autobiography, Shankly recalled the struggles he had with the board to make them realise the club's potential and the need to spend money on good players. He said there were times when he felt like walking out. He found a valuable ally in Eric Sawyer, of the
Littlewoods pools organisation, who joined the board not long after Shankly's appointment and shared Shankly's vision of Liverpool as the best club in England. At one board meeting in 1961 when Shankly insisted the club make offers for two players in Scotland, the board's initial response was that they could not afford them, but Sawyer stepped in and said: "We can't afford
not to buy them". The two Scottish players were centre half
Ron Yeats and centre forward
Ian St John from
Dundee United and
Motherwell respectively. With Sawyer's help, Shankly signed them both in the spring of 1961 and challenged the Liverpool board to sack him if they could not play. At a press conference when Yeats came to Liverpool, Shankly emphasised Yeats' height by inviting the journalists to "go and walk round him; he's a colossus!" Goalkeeper
Tommy Lawrence came through the club's junior teams, so Shankly now had his "strength through the middle" and the team building continued with the acquisition of wing half
Gordon Milne from Preston. Other players developed at Anfield were
Jimmy Melia,
Ronnie Moran,
Alan A'Court and the future England internationals
Gerry Byrne and
Roger Hunt. Shankly said of goalscorer Hunt the first time he saw him: "Christ, this one can play!" Liverpool had finished third in both 1959–60 and 1960–61 (only the top two clubs were promoted); but the new team gained promotion in the 1961–62 season by winning the Second Division championship, Hunt scoring 41 goals. Shankly described the Thompson deal as "daylight robbery". Liverpool's youth system produced more future England internationals in
Ian Callaghan,
Tommy Smith and
Chris Lawler. The hard work paid off in 1963–64 when Liverpool won their sixth First Division title, ending the season with a 5–0 defeat of Arsenal at Anfield. According to Roger Hunt, the secret of Liverpool's success was that, under Shankly, they were the fittest team in the country. In 1964, Jimmy Melia was transferred to
Wolverhampton Wanderers; with Shankly buying Arsenal's utility player
Geoff Strong for £40,000; this was Liverpool's last significant transfer activity until 1967.
1964 to 1970 One of Shankly's greatest ambitions when he joined Liverpool was to win the FA Cup and, after he signed Yeats and St John, he told the club directors that they would win it with these two players in the team. Ahead of the final
The Beatles had sent Shankly a telegram wishing the team luck, and Shankly appeared on the BBC's
Desert Island Discs where he picked the club's anthem "
You'll Never Walk Alone" as his eighth and final selection. Liverpool made their European debut in 1964–65, competing in the European Cup and reaching the semi-finals. In the second round, the club was drawn against the formidable
Anderlecht. Immediately before the match, Shankly decided to experiment with the Liverpool kit. Three days after winning the FA Cup, Liverpool defeated European champions
Inter Milan 3–1 at Anfield in the semi-final first leg with a performance that was saluted by Inter's coach
Helenio Herrera. The second leg at the
San Siro remains controversial because, according to Shankly, the match was "a war" which Liverpool lost 3–0 and so were knocked out of the competition 4–3 on aggregate. Eleven years later, Shankly maintained that two of Inter's goals were illegal. Even today, the Liverpool website describes the match by saying that Liverpool were denied at the semi-final stage by a dishonest referee in Milan. Shankly said after the defeat in Milan that the Inter fans were going mad because they were so pleased to have beaten Liverpool and he insisted it proved the high standard to which the Liverpool team had raised itself. Shankly had applied the principle in a preliminary round tie against
Juventus when Liverpool were away in the first leg. Despite Juventus taking the lead after 81 minutes, Shankly ordered his players to ensure the deficit was only one goal. Liverpool then switched to all-out attack in the second leg at Anfield and won 2–0 (2–1 aggregate). Ajax won 7–3 on aggregate after defeating Liverpool 5–1 in Amsterdam. Several years later, in his autobiography, Shankly still complained that the match in Amsterdam should never have started because of fog and, although Liverpool lost 5–1, he still thought Liverpool would win the tie at Anfield. The Liverpool site argues that Shankly was mistaken in his decision at this time to postpone team rebuilding. Shankly made two controversial signings in this period which did not turn out as he had hoped. In 1967, he signed striker
Tony Hateley from
Chelsea for a club record £96,000 and then felt obliged to transfer him to
Coventry City only a year later. In September 1968, he paid £100,000 () to Wolverhampton Wanderers for their teenage striker
Alun Evans who thus became "football's first £100,000 teenager". Evans started well and produced some outstanding performances during his four years at the club but Shankly eventually had to sell him to
Aston Villa. He later recalled that Evans was scarred by a glass in a nightclub incident which, in Shankly's opinion, had a detrimental impact on his career. The only long-term success that Shankly had in the transfer market in the late 1960s was his signing of Emlyn Hughes, who went on to captain Liverpool to victory in the European Cup. Otherwise, he did not significantly change the team until the 1969–70 season when Liverpool finished fifth in the league championship, a long way behind the winners, their local rivals Everton. Shankly was characteristically defiant whenever Everton got the better of Liverpool and, although he liked and respected everyone connected with Everton, would always talk up Liverpool at Everton's expense. Typical of this was his joke about the city having two great football teams – Liverpool and Liverpool reserves. Adding the new players to Tommy Smith, Ian Callaghan, Chris Lawler and Emlyn Hughes, Shankly formed the nucleus of a second great team which went on to dominate English and European football in the 1970s. It was through Twentyman that Liverpool found the new players and, after Shankly retired, Twentyman gave sterling service to Bob Paisley and Joe Fagan by finding players including
Phil Neal,
Alan Hansen and
Ian Rush. As always, Shankly kept things simple and Twentyman was told to look for a prospect's basic qualities which were the abilities to pass the ball and move into position to receive a pass. Shankly also wanted Twentyman to check the player's personality and ensure he had the right attitude for a professional footballer. Above all, said Twentyman, "he wanted to know if the lad had the heart to play for Liverpool".
1970 to 1974 The new team began promisingly in 1970–71 by retaining fifth place in the league and reaching the semi-finals of the
Inter-Cities Fairs Cup where they lost 1–0 to Leeds United. The highlight of Liverpool's European campaign that season was a 4–1 aggregate victory in the quarter-final over
Bayern Munich. For the first time since winning the competition in 1965, Liverpool reached the
FA Cup Final but, as in the Fairs Cup, experience was the major factor and Shankly's young team were beaten 2–1 by league champions Arsenal despite having taken the lead in extra time through a Steve Heighway goal. Watching from the sidelines was another new player whom Shankly had recently signed from
Scunthorpe United for £35,000 on Twentyman's recommendation. This was
Kevin Keegan and he was such an important addition to the new Liverpool team that Shankly devoted an entire chapter of his autobiography to him entitled
A Boy Called Keegan. Shankly summarised Keegan as "the inspiration of the new team". In Keegan's first season, 1971–72, Liverpool missed out on winning the First Division by a single point, the title going to
Brian Clough's
Derby County. Shankly maintained that Liverpool were denied a definite penalty in their crucial away match against Derby and then had a good goal disallowed towards the end of their final match against Arsenal. Both decisions cost the team a vital point which would have been enough to claim first place. Shankly took encouragement from the team's overall form, especially as they had a strong finish to the season, and he was confident of success in 1972–73. Shankly had always been noted for his use of psychology, both to encourage his own players and to raise doubt in the minds of opponents. One of his lasting innovations is the "THIS IS ANFIELD" plaque secured to the wall above the players' tunnel. Coupled with the roar of the crowd, it was designed to intimidate. In the first match after it was erected, Liverpool defeated Newcastle United 5–0 on 18 March 1972, despite an attempt by
Malcolm Macdonald to joke about the sign. Shankly would try to boost the confidence of his own players by announcing that a key opponent was unfit. When Keegan was about to play against
Bobby Moore for the first time, Shankly told him that Moore had been out at a nightclub and was hungover. Afterwards, Keegan having produced an outstanding performance against the equally outstanding Moore, Shankly told him that Moore had been brilliant that day and Keegan would never play against anyone better. In 1972–73, Liverpool won the club's eighth league title and their third under Shankly. On 30 December 1972 the team beat
Crystal Palace at Anfield to make it 21 consecutive home wins in the league. This was the
longest run in English top-flight history until it was surpassed by
Jürgen Klopp's Liverpool who made it 22 consecutive home wins in March 2020. A massive bonus for the club was winning the
1973 UEFA Cup, the club's first European success. In the
two-legged final they faced
Borussia Mönchengladbach, whom Shankly rated the best team in Europe. The first leg at Anfield had to be played twice after an abandonment due to heavy rain which flooded the pitch. Shankly had left John Toshack out of the team but then, having studied the Borussia defence, recalled him for the rematch the following night. Toshack used his height and heading ability to great effect and created two goals for Keegan as Liverpool won 3–0. The second leg in Mönchengladbach was a different story as Borussia took an early 2–0 lead and Shankly admitted he thought the final was lost, but Liverpool held on to win the final by an aggregate score of 3–2. It was the first time an English club had won both the league title and a European trophy in the same season. Liverpool were well beaten by
Red Star Belgrade in the second round of the 1973–74 European Cup and lost out to Leeds in the First Division, finishing second. In the third round of the FA Cup, Liverpool had to score a late equaliser to draw 2–2 at home against Fourth Division
Doncaster Rovers but recovered to win the replay and then go all the way to the final. In what proved to be Shankly's last competitive game in charge, Liverpool produced a superb second half performance to defeat Newcastle 3–0 at Wembley.
Relationship with fans In his autobiography, Shankly wrote: "Right from the start as a manager [i.e., when he was at Carlisle] I tried to show that the fans are the people that matter. You've got to know how to treat them (and) have them on your side". This was particularly true at Liverpool and Shankly said he was made for Liverpool where the people that matter most are the ones who come through the turnstiles. He added that a manager has got to identify himself with the people because their team is something that really matters to them. In return, he said, the support of the Liverpool fans for their team had been incredible. Shankly saw the offer of the scarf as a mark of respect which deserved his respect in return. At Workington, he would answer supporters' letters in person, using an old typewriter. He said he preferred to phone business people as he would put as little as possible in writing when dealing with them. Shankly formed a special bond with the Liverpool supporters and, at the end of the 1961–62 season when Liverpool won the Second Division championship, he told the
Liverpool Echo: "In all sincerity, I can say that they are the greatest crowd of supporters in the game". In Tommy Smith's view, Shankly was completely in tune with the city of Liverpool; he loved the supporters and they loved him, mainly because they knew he understood them. Regarded as a great orator who stirred emotions among the fanbase, following the 1971 FA Cup Final (which Liverpool lost to Arsenal), Shankly and the players toured the city of Liverpool where people turned out to greet the gallant losers. Standing on the steps of
St George's Hall, Shankly overlooked a crowd of over 100,000 Liverpool fans, and delivered one of his most famous speeches. "'Since I've come here to Liverpool, to Anfield, I've drummed it into our players, time and again, that they are privileged to play for you. And if they didn't believe me, they believe me now." Commenting on the mood of the crowd, a moved Peter Robinson, club secretary of Liverpool, told a reporter, "Bill's got such power of oratory that if he told them to march through the
Mersey tunnel and pillage
Birkenhead they'd do it". ==Retirement from Liverpool==