DEPENDING on who you ask, Mikel Arteta is either a lunatic or a genius.
Opposition fans are always ready to ridicule his barmy ideas for keeping his Arsenal players engaged and on the edge.
Arsenal's All or Nothing Amazon Prime series first exposed just how unconventional the Gunners boss can be when it comes to getting his players going.
But whether you think he looks like a poor David Brent impersonator or not - few can argue with the results.
Arteta has transformed Arsenal across his five years at the helm in north London.
The club was on its knees when the Spaniard stepped in to replace Unai Emery, but they are now serial and serious title challengers with the whole squad bought into Arteta's ethos - no matter how quirky.
Former captain Granit Xhaka once described his manager as "a freak, but in a positive way."
SunSport runs you through the bizarre and brilliant history of Arteta's methods...
IN THE DRESSING ROOM
The moment that kicked everything off around Arteta's left-field techniques came in the Emirates dressing room ahead of a derby win over Tottenham.
Arteta whipped out a flipchart and started drawing a heart and a brain, symbolising passion and clarity, holding hands with an Arsenal fan behind them.
He said: "We have to play with our big hearts.
"At the same time, we have to play with a big brain. And these have to work together."
Arteta later revealed that the players were joking about his antics after the game - but accepted any jibes given the ploy had clearly worked.
The dressing room has been the scene of some of Arteta's most famous moments, with the boss brandishing a lightbulb urging his players to "go out there and turn the f***ing light on!".
Arsenal lost 2-1 to Brighton that day.
Arteta said: "You win the game it works, you don't win the game, it doesn't work."
Ahead of another north London derby victory, the former club captain called on the Arsenal photographer, Stuart MacFarlane to deliver an impassioned team talk.
It is not just within the walls of The Emirates where Arteta tries to make a difference.
The club also work hard to make their players feel at home on the road, decorating the walls of away changing rooms at opposing team's grounds with Arsenal crests and colours.
MAD MEETINGS
Players walking in to one of Arteta's meetings never know what to expect.
In the past they have been tasked with squeezing as much juice out of a lemon as possible - only for Arteta to get a few more drips out to show "there is always more to give."
Arteta flashes up pictures of F1 cars, either on a clear road or crowded out, to demonstrate whether opponents will be sitting deep or leaving space in behind.
But easily the most unexpected was during a team meal.
Arteta and his coaches secretly hired a team of pick-pockets to go around the table posing as waiters and lift phones and room keys from the unsuspecting Gunners squad.
It was meant as a lesson to always be alert and on guard, though was mocked by some former players and current pundits - including Roy Keane.
During a meal ahead of a 3-2 win over Manchester United, Arteta invited a seemingly random waiter to take on Oleksandr Zinchenko during a team lunch.
But the 'waiter' turned out to be a professional freestyler.
Writing in his book, Zinchenko said: "This guy is killing it. He's basically destroying us. He even nutmegs Bukayo Saka.
"Everyone's is looking at each other like, 'What the f**k is this? Everyone's cheering him on and laughing.
“Turns out he's a professional freestyler with millions of followers whom Mikel had planted at the hotel as a waiter.
"The mood in the camp was incredible after that.
"People were buzzing on the way to the bus. That whole thing really pushed the right buttons."
Arteta even sets his team quizzes on opposition tactics in team meetings and has them playing games such as Pictionary in the build-up to matches.
While he has also had the entire squad playing with "hundreds" of large dominoes to show the importance of every piece being in the right place.
DURING TRAINING
Arteta has decided not only to annoy his children with some of his musical choices, but his players too.
This week the Gunners prepared to face Dinamo Zagreb with some famous Samba hits as their backing track.
In a bid to lift the London Colney mood, Arteta blasted out Sergio Mendes' Mas Que Nada, famous for being used in Nike's advert featuring the Brazil 1998 World Cup squad.
Arteta said: “It happens in all of us. You play a song and immediately you feel different, and we have certain songs that trigger something in our team, because they have some history as well with us.
“I will use it when we believe it's the right way to do it.
“Sometimes I play a song many, many times with my family and [the kids] say: ‘Dad, can we stop it, please?’ I don’t know, it’s a feeling.”
Belgian forward Leandro Trossard added: “At the start when I joined it was a bit weird for me that we had this, but now it's just natural for us to have the music playing when we're warming up."
In the past, Arteta has also played Liverpool's You'll Never Walk Alone anthem to prepare his side for a trip to Anfield - which they lost 4-0.
There was plenty of stick following that, given Arsenal fell so short on Merseyside, but other sports have taken note too.
During practice rounds for January's Team Cup golf tournament, which featured a host of European Ryder Cup hopefuls, captain Luke Donald made players tee off as speakers blared "U-S-A" chants.
It was implemented to prepare the golfers for their Ryder Cup trip to Bethpage Black where they will face a ferocious New York crowd.
AT LONDON COLNEY
It is at the club's training base just off the M25 where a lot of Arteta's changes are most keenly felt.
The Gunners boss has planted trees outside his office in order to show the importance of caring for roots and foundations in order for things to flourish and grow.
Motivational messages have been plastered across the walls and there is even a new word which has been created around Colney.
Arteta has coined the phrase 'collaboretition’ - collaboration and competition - to try and drive the squad forwards.
But the most popular and noticeable change at the training ground is the chocolate Labrador, rather sickeningly named Win.
Win was brought in off the back of research which suggested petting a dog can promote a sense of unity.
Arteta once said: "She is one of us and will be on our journey.
"She changes your mood. You come in the building and she gives all her love. Suddenly you just feel the energy and the players start hugging her, it is beautiful to watch. Those things are very important.
"There are things at the club that can be done to connect with people, to show love, and I found this dog was the perfect representative of who we are now.
"We all love winning and Win needs a lot of love."
The tricks Arteta employs to give his players an extra edge are no doubt entertaining and baffling, and could easily wear thin if overused.
But even though clips have shown players looking confused and Arteta himself has admitted there have been jokes made at his expense, there is method to the madness.
While they may have fallen just short in years gone by, if the Spaniard's stunts help deliver Arsenal a trophy, players and fans will let him do whatever he likes.