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Honestly I think some franchises almost have given up on it. It's not to say they don't want it, however, they are more interested in creating buzz and filling seats.
BB has put the blue print for winning out there (obviously it starts with a QB): (A) take advantage of every single possible advantage no matter how small. (B) Middle roster importance/careful not to devote big money to a very small amount of players. (C) Competition for every player every year -- to stay hungry for his job. (D) Defined and specific roles for every player to know 'their job'. (E) Always try to take away the opposition's biggest weapon. (F) Say little when you lose, say less when you win. (G) Extreme devotion to your craft and striving to win is the only acceptable way. (F) Take your excuses to some other team (love that about BB and TB) -- every coach and player gets their responsibility done else the failure is on you, and on you to try even harder to prepare to not make the same mistakes/failures.
I'm not saying you can win SBs this way. I'm not saying this is the only way. But I am saying this appears to create a consistent ability to compete - a consistent ability to be in position to win more games than not. I know that coaches are given such little time to succeed that putting this kind of program in place is difficult. But I would think owners and GMs would see this blueprint and strive to put it in place. IMHO their is not better way to be successful then reverse engineer a winner then mimic it as much as possible. ((I realize it is easier said than done)
And its not like these front-office clowns dont have history to go on. If you look at the last 15 Super Bowls, a majority of the QBs that have participated were not elite passing machines. They were players who overall, made good decisions, were respected in the huddle and played well in the big game.