Principle 1: Read and understand the rules!!!! You cannot expect to be good at this game without a basic understanding of how it works. The rules are VERY HELPFUL and should be read more than once.

Principle 2: Put in place a strong training system. This is how you will improve your team and make money.
Train 17 - 18 year olds in one Primary skill for at least 3 seasons, and sell them as they get older for profit. You can then use some of that money to buy new trainees. Avoid older players, as they take longer to train. A passable trainer with poor leadership purchased externally is a good choice as a startup coach.

NB. Passing is NOT a primary skill.

Always play a mid-week game, and make sure you play different players in the training spots in each game. This doubles the number of players that you're training each week.
Train at 100% intensity.
Always try to play a formation which maximises the number of players who receive training. eg play 3 forwards when training Scoring

For more info on how to set up a training program, see (5403174.1)

Principle 3: Make a plan and stick to it. HT is a marathon, not a sprint. (However, learn from the forums and tweak your plan where it needs it. Learn who is trustworthy for advice on the forums and who isn't. Microscope, placebo and Vendetta are, among others.)

Principle 4: Manage your expenses. You will not need to upgrade your stadium for quite a while. Also, when you start out, less backroom staff is better than more. (1 goalie coach, 5 assistant coaches, 1 or 2 spokespersons & 1 Physio(maybe) is good to start(if you're training outfielders)) Youth Squad investment is not recommended until you're making more than enough profit to cover that investment over each 2-week period.

Only spend money on anything if (a) you can afford it, (b) if you really understand why it is necessary to do so and © if you can spare the cash. You DO get charged interest if you're in debt, 5% every week. Bankruptcy isn't forever, but it's annoying waiting for a new team for a few weeks!

Principle 5: When upgrading a position (usually after the sale of a trainee and after the trainee replacement has been purchased), a helpful principle is to replace that player with a player that is at least 2 skill levels higher. Upgrading is a balance, and you have to look at the gain to the team against the costs (including wages) of the players involved.

Principle 6: Win midfield. Although balance is desirable, midfield is still King.

Principle 7: Manage your TS (Team Spirit). Why? because it affects your midfield lots. (In it's simplest form, this means PIC(Play it Cool) games you can't win OR can't lose(NB. Principle 10), and Normal or PIC everything else)

NB owning a “clown” does not affect TS significantly. The leadership (not trainer skill nor experience) of your coach is far more important.

Principle 8: Play the ‘Normal’ tactic. (Ie, no tactics like AIM, etc…). Only start using tactics if you know how they work and if they are necessary.(which mostly they are not)

Principle 9: Scout your opponents. Learn where they are weak and strong, and know your team.

Stars are not the best indicator of where a team is weak or strong. Look at match ratings for this. Stars can be deceiving/evil. They can be helpful for comparing a player's current performances to his previous ones, however.

Principle 10: Understand that there is a huge random factor at play. Expect unexpected results…they are part of HT-life.