It seems like BYU always tries to sell season tickets based on how we're going to dominate. In other words, "look at how amazing this QB is..." or building up the hype about how well we'll do. I understand that and it's worked a lot in the past. But from your perspective, is there a better way to sell BYU athletics, specifically the Football and Men's basketball that are always underdogs, as underdogs? 

For example, I'd love to root for a scrappy, intelligent team that's going into matchups against better teams. As long as they were intelligent. I'm saying this badly, but what I'm getting at is instead of selling us this story of how we'll dominate, overselling and underdelivering. Tell us how hard the schedule will be and give us a team that plays smarter by embracing the underdog role. 

I know that's only half a PR question and the other half is a football strategy question, but it's been on my mind and your comment yanked it out.