From the start, my prime directive, the fundamental goal, was the full and total implementation throughout the organization of the actions and attitudes of the Standard of Performance I described earlier. This was radical in the sense that winning is the usual prime directive in professional football and most businesses. Thus, in the beginning our players, coaches, and staff heard little talk from me about winning anything, and certainly not by some arbitrary date. In fact, during our second season one of the staff members went to Eddie DeBartolo and complained that I was adrift in minutiae
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