Rob Burnett: Is this why Tim Sherwood is referring to himself in the third person?
Is it a clever strategy that will help his Aston Villa side beat Birmingham in the Capital One Cup third round? The Mirror sports writer isn't convinced
"Tim Sherwood at his best when he’s backed into a corner."
Not the words of his chairman at Aston Villa.
Not the words of a television pundit or newspaper columnist.
Not the words of one of his former team-mates anxious to show support.
They are the words of Tim Sherwood himself.
Oh dear. Oh dear, oh dear.
What possesses them? What on earth possesses people in football to start talking like this?
Next he’ll start harping on about the "project" at Aston Villa. God help us.
Sherwood was responding to reporters after his side had just been beaten 1-0 at Villa Park by local rivals West Bromwich Albion.
The result means Villa have now made their worst ever start to a Premier League season, with just four points from their opening six games.
The last time they started so badly was 1986-87, when they were relegated.
And next up is another local derby, this time with bitter cross-town enemies Birmingham City in the Capital One Cup.
Sherwood needs a win. After the start Villa have had he cannot afford to lose to Championship side Birmingham.
The fans simply wouldn’t have it.
Right now, Tim needs positivity. He needs to get over the defeat to West Brom and move on quickly.
And perhaps this explains why he was referring to himself in the third person after the match on Saturday.
Perhaps Tactics Tim has been doing a little reading on psychology and motivational techniques.
Far from just sounding like a berk, calling himself "Tim Sherwood" out loud to reporters might actually be a considered strategy.
A 2011 study from Colombia University, which was picked up and widely reported by publications like Psychology Today and Business Insider, claims that talking about yourself this way will actually help you get over a bad situation faster.
The study says: "By retracing their steps from the perch of the third-person narrative, people were more likely to regard their problems as something outside themselves - challenges they had conquered or adversaries they had defeated - instead of character flaws.
"Additionally, the perception that they had overcome obstacles left them feeling more confident to face the future."
The study adds that people who spoke about their lives in third-person narrative "displayed more confidence and optimism than those who recalled bad memories in the first person".
So there you are. It might not just be unbelievable ego, after all.
It could, in fact, be a cleverly devised tactic by Tim, no doubt gleaned from a coffee table motivational management book.
The question is, will it help him get the win over Birmingham he so desperately needs?