so much attention was lavished on him during his spell as one of the National Football League's superstars in the 1980s that his sense of self-importance became blown out of all proportion.

He could not switch on television or read a newspaper without someone telling him how wonderful he was, Mr. Theismann told delegates yesterday at a Bermuda Insurance Symposium lunch.

"Everyone pats you on the back and says how great you are, saying Theismann did this and Theismann did that,'' he said. "I was in my own world where Joe Theismann was a star, totally ignoring what was going on around me. "If I threw a pass ten feet over a receiver's head I would tell him: `Jump for it, you're making me look bad.'' But such arrogance was knocked out of him from the sickening moment when a crunching sack from New York Giants linebacker Lawrence Taylor broke his right leg in two places and ended his career at the age of 35 in 1985 at Washington's RFK Stadium.

"Fifty-five thousand people got up and said goodbye to this person who thought he didn't need anyone,'' said Mr. Theismann, reflecting on a moment that was a turning point in his personal life and professional career.

He re-evaluated his outlook on life, picked himself up and now runs and owns a restaurant chain in the Baltimore/Washington, D.C. area, as well as providing football analyses for ESPN sports television network and delivering motivational speeches up and down the US, as well as abroad.

One of the things that helps him is to establish a series of goals or a "game plan'', much in the way that a professional sports coach devises for his or her team.

"So often in life, our goals are undefined,'' said Mr. Theismann. "In business and in athletics, we write down our goals but studies have shown that in 95 percent of cases individuals do not take a plan in hand and set out their goals. I encourage you to take some time to do this.

"You have to decide what you want and then you have to decide what you are prepared to pay for it. As the golfer Tom Watson said: `I work the first eight hours of the day for survival and everything else is an investment for the future.'' Mr. Theismann said he has often been accused of being "cocky and egotistical'' but put it down to "this confidence I have in my ability to do anything''.

This confidence is based on a work and living ethic that is centred around three areas -- anticipation, a willingness to learn as much as possible, and a capacity for hard work, he said.

Mr. Theismann admitted that he had let his work ethic slip after leading his team to a 27-17 win over the Miami Dolphins in Super Bowl XVII.

Advocating the attempt of new pursuits and ideas, he said that it does not matter if you try something and fail at it, citing as an example his once-only experience as a stand-in punter for the Redskins, following an injury to the regular kicker.

"I was standing 15 yards behind the ball when it came to me and I kicked it just 16 yards for a gain of one yard,'' he said. "It was the shortest punt in the history of regulation play. Not something to be thrilled about but at least I was willing to try.'' He added: "I have never experienced a failure in my life. I've only had educational experiences that have not gone my way.'' Emphasising just how much his attitude to life has changed from his self-important days as a football star, he concluded his speech by telling his audience to remember that -- "It's nice to be important but it's a lot more important to be nice.'' JOE THEISMANN -- Had his arrogance knocked out of him when a crunching sack from New York Giants linebacker Lawrence Taylor broke his right leg in two places and ended his career.