He said that every D1 player should have a goal to make it to the next level. He said it's unhealthy to shy away from lofty goals because of the fear of failure and he wants kids to embrace and work towards achieving lofty goals. It was a really good interview that gives good insights into the philosophy of this staff:

http://www.1280thezone.com/ed-lamb-says-byu-has-12-athletes-who-could-be-nfl-prospects-in-program-currently/