Following the 48-32, first-round humiliation at the hands of the Packers in the playoffs, Cowboys Nation was in a state of near revolt this past winter. Not only didthe heavily favored Cowboys lose to a lower seeded Green Bay team at home, but they lost in spectacular fashion, marking the second time in three postseasons Dallas was embarrassed at home.
Roughly 30 years since their last trip to the conference championship, Jerry Jones had to do something to quell the dissent within the fanbase. Things were boiling over in Cowboys Nation and the most valuable sports franchise on the planet had an infuriated customer base marching at the gates.
Less than a year after son Stephen Jones spoke on the shortsightedness of an all-in strategy popularized by the Rams, Jerry Jones uttered the words his prized customer base needed to hear.
“It will be going all in on different people than you’ve done in the past,” Jones said. “We will be going all in. We’ve seen some things out of some players that we want to be all in on. Yes, I would say that you will see us this coming year not build it for the future. It’s the best way I’ve ever said. And that ought to answer a lot of questions.”
It sounded like an approach different from previous offseasons. Most importantly it was an approach that stopped the angry mob of fans in their tracks. Jones said “all in” repeatedly. He spoke of “this coming year” and said “not for the future” as a point of clarification. He even commented on the plainness in which he spoke, implying no reading between the lines, semantics, or follow-up questions are needed.
The NFL’s ultimate salesman sold his fans that things will be different in 2024. Some believed it while others did not. But the plain English used nipped the situation in the bud which was exactly as it was intended to do.
Not long after the pitchforks and torches had been returned to Amazon did the younger Jones start to walk back his father’s statements. Suddenly the definition of “all in” was up for debate and the Cowboys’ meaning of the phrase might actually mean the exact opposite of what the entire sports world knows it to mean.
In an unscheduled discussion with reporters, Jerry Jones spoke again on the issue at the annual owner’s meetings.
“We’re all-in,” Jones said as reported by Jori Epstein. “As a matter of fact, this is rolling the sleeves up and more all-in here than we were last year or the…
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