By PETER BILLS
The Image is that of a gentleman, and that is what he is.
But scratch the surface of Jake White, and you will quickly find passion, fierce determination and strong views.
Stand up the real Jake White, Springbok coach.
He fixes you with an intense gaze and lays his philosophy firmly on the line.
"There won't be any moving away from the tradition of Springbok rugby while I'm in charge. We are going to try to keep everything that's traditional about South African rugby.
"We have been genetically blessed with big forwards and athletes in the back row. As for the backs, we are speaking about black and coloured players with a blend of running skills, as well as white players with speed and skills.
"If we put all that together, we can have our own special brand of Springbok rugby."
White believes the potential of young black and coloured athletes is unlimited.
He cites the extraordinary rise of Ashwin Willemse, from virtual unknown to the winner of South Africa's Rugby Player of the Year, in no time at all.
"There is so much more of that type of talent we need to develop. It is there just waiting to be unearthed."
While White exudes bonhomie, yet he also offers the image of a modern businessman - energised, focused and ruthless in pursuit of his goals.
Images of Springboks doing passable imitations of Attila the Hun on international rugby fields have been damaging. White's creed is clear in that respect. "The party is over, guys."
Take Schalk Burger, the young Stormers flanker promoted to White's international side this year.
A stiff-arm tackle in the first test against Ireland in June earned him a card to the sin-bin.
Nothing much was said publicly, but plenty of words flowed privately. When White looks you in the eye and tells you something, the message sticks.
How far would he go to ram home his message on discipline?
Would he act like England manager Sir Clive Woodward, who abandoned a certain player who could not, or would not, measure
There is no hesitation. "I would go that far. The team is a lot more important than any individual.
"I have two sons, aged 8 and 12, and you need to give guidance to youngsters.
"If [Burger] has to sit out two or three games [to get the message] then so be it. I talked to him after the Bloemfontein incident and told him we won't become a team of 'sorrys'.
"He understands."
White confesses he feels confused, not to say affronted, by nine years of decline by South Africa's national rugby team since the World Cup triumph of 1995.
"How do you go in that time from World Champions to a side struggling for fifth or sixth place in the world game?
"That is an insult to South African rugby's traditions.
"We have to become smarter and harder and use all the resources available to us to improve.
"We have so much talent in this country. We have let ourselves go down the tubes.
"We have a great schools system, history and tradition.
"We live in a wonderful climate and there should be no reason for us not to be competitive in world rugby."
White is sure of one thing: the player drain from South African rugby will continue.
"Because our player base is so big, it is difficult to get everyone in the mix. [Losing players] is something we can never avoid. But it doesn't really worry me.
"We seem to have an inexhaustible supply of talent, it's like a factory. Therefore, there is no reason why we can't be the best team in the world."
However the loss of Clyde Rathbone to Australia still sticks in White's craw, for he regards the former Sharks star as an outstanding world talent.
"He would have been looking at years in the Springbok side.
"Clyde said he didn't feel he was ever going to make it [in South Africa].
"If he'd had a four-year contract he would have considered it. But the way they changed coaches and the instability in rugby prevented that.
"I'm still disappointed, because we can't afford to lose players like him."
White has made it his policy to concentrate solely on on-the-field issues.
"I don't want to get linked to administrative issues," he said.
"Too many Springbok coaches have been drawn into other things: marketing, or slogans for the World Cup ... that sort of thing. I will let others sort that out."
White is backing a hunch that he can help calm troubled waters simply by helping turn the tide for South African rugby on the field - and it could yet work out that way.
South African rugby men like Kitch Christie and Danie Craven shaped White's thinking. And on the playing front, Naas Botha and Danie Gerber. He calls Gerber "a genius, the Graeme Pollock of rugby" because, tragically, his career coincided with an era of isolation.
White never represented the Springboks, a point he is quick to make. But as he says: "To me, being coach of the Springboks means a lot more than to others because I didn't play for them. It is not only a responsibility but a huge honour."
He smiled when he opened a good-luck message from national cricket coach Eric Simons before the first test with Ireland last month.
It read simply: "We are doing a job most people would give anything to do. Remember that, even in the bad times."
White will.
* Peter Bills is a rugby writer for Independent News & Media in London
All Blacks test and Tri Nations schedule/scoreboard
A gentleman who takes no prisoners
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