This is the first article in a series of articles and videos from the Where Goals Come From project from Jamon Moore and Carl Carpenter.

Regardless of philosophy, style, principles, and game model, a club’s on-field strategy should focus on maximizing goals scored and minimizing goals conceded. Goals win points, points are how clubs reach their objectives, and clubs that reach their objectives win fans and make money. The “Where Goals Come From” project is about how to create goals (or prevent them). By breaking soccer down to basics, we aim to provide clubs a clear roadmap to success.