I really don't understand what people see in Jordi Cruyff, other than his last name. What exactly does he bring to the table?
There are 3 things that comes with Jordi:
First and most obvious,
is the PR, which explains itself.
Second: Forget about the name, Jordi had a decent career overall and
experiences that many SD had even less. He played with Barca, Many (over 100 games for both) under Crujiff and SAF as his manager, Hiddink with NT and even was integral part of Alaves historic run to EL final, which they lost in one of the all time greatest finals in history.
Guys like Monchi has experienced less, Txiki was more successful as a player but was more of Barca man, and the list goes on.
After playing, he had very successful tenure with AEK Larnaca, then an actually historical run in Israel where they won league titles for 1st time in a decade, they won it 3 times in row under 3 different managers, all whom moved to even bigger clubs after they left.
He is doing terrible job as a manager, that being said he is experiencing different type of football and job which is generally positive to the collective experience.
Overall Jordi has done very well as SD, and he is surely distained to a better step. If he didn't have the name and come here it would have been a strange move, but will be seen more of a risk rather than a total anomaly.
Third: Let's remember about the name, sure nepotism is bad and everything, but
connections is huge in life. It gives you
access to experiences that very few people have.
Look at this way, Jordi had an unmatched access to his father's ideas, and we know his dad was one of the all time greatest football minds ever.
But not only that, he had access to his father's friend and acquaintances etc, people whom he can talk and add connections and ideas from, historical coaches, players etc whom he will have access to due to his dad.
Look at this way, Lebron James son is an average high school recruit, but he seems he is a sure thing to make it in the NBA due to all the input he has from his dad, from historical coaches like coach Mike Krzyzewski and others. Same thing with Jordi, he had enormous access to great football minds due to his dad that your average former player doesn't have.
NVM huge connections to former players.
Overall, I don't think that Jordi is "nothing but surname" and neither that he has nothing to offer. He is experienced and knowledgeable with access to some football greats too.
Now, does this mean he is the best for the job? or that I will be thrilled if he is football director over other names? My answer is no.
But I won't be mad if he had a job in Barca under the new president team.