Prof. Re-an Müller, deputy director of the School of Management Sciences at the North-West University (NWU), delivered a compelling public lecture at the Vaal University of Technology (VUT) as part of its 60-year celebrations.
Hosted by the Department of Marketing, Retail Business and Sport Management in the Faculty of Management Sciences, the lecture formed part of the theme “VUT beyond 60 years: inclusive sports as a catalyst for social change”.
Prof. Müller’s central argument was deliberately controversial: "Everyone calls the 1995 World Cup-winning moment between Nelson Mandela and François Pienaar the big event where sport changed a nation. But I want to respectfully disagree. I think this was a moment. A powerful, iconic moment, but still a moment. The real culture change started in 2018 when Rassie Erasmus walked in and built something from the inside out. I call it the Erasmus effect."
While not dismissing the importance of 1995, Prof. Müller positioned it as a symbolic milestone rather than a catalyst for deep, lasting change. He argued that the true transformation of South African rugby culture began under the leadership of Rassie Erasmus, who introduced a deliberate and internally driven approach to building team identity and performance.
A key aspect of this shift was the reframing of “transformation”. Prof. Müller explained how Rassie Erasmus repositioned transformation from a political football into a competitive weapon, most powerfully through the appointment of Siya Kolisi as the first black Springbok captain.
"Transformation had been a word that made people uncomfortable. A target to be managed. Rassie turned it into a strategy. He included people because he understood that a team that reflects the people it serves will always outperform one that doesn't."
This approach redefined transformation from a compliance-driven exercise into a performance-enhancing strategy rooted in inclusion and belonging.
Drawing on the documentary series Chasing the Sun and his own research on internal branding, Prof. Müller highlighted how Erasmus reinforced this cultural foundation through innovation. From the “traffic light” decision-making system that enabled structured autonomy, to the bold “Bomb Squad” bench strategy, Erasmus cultivated an environment in which experimentation was encouraged. Even long-serving players rediscovered enthusiasm in a system designed to keep them engaged and challenged.
However, Prof. Müller stressed that culture is ultimately tested under pressure. After the Springboks’ pool stage loss to Ireland at the 2023 Rugby World Cup, Erasmus confronted his leadership group over their on-field differences, signalling that no one was above the standard and that he was prepared to drop them for the quarter-final if alignment was not restored.
"If your culture depends on a single person, it is not a culture."
This confrontation reinforced the principle that sustainable culture must be embedded in systems and shared accountability, rather than relying on individuals.
Prof. Müller framed the Springbok journey as a powerful example of internal branding – the intentional shaping of organisational culture from within. He argued that Erasmus did not build a motivational programme, but rather a “trust architecture”, where players were willing to take risks because they believed in the system and each other.
"Play is not the absence of seriousness. It is the presence of trust. And trust is the foundation of every culture that has ever sustained excellence under pressure."
In closing, Prof. Müller challenged attendees to apply these insights beyond sport. Whether in business, education or organisational leadership, the principles remain consistent: trust, inclusion and the freedom to experiment are essential to building resilient, high-performing cultures.
The lecture ultimately underscored a powerful idea – while iconic moments may inspire, it is intentional culture-building and trust that drive lasting transformation.
Prof. Re-an Müller
