My experience is that you have your team do thinks that they can replicate consistently. You trust players to do what you know they can do — unless you are 'desperate' (end of the game, down by a lot....). You don't say, "Jimmy, go in there and do something that you aren't very good at. I trust you to come out big this time." Now, you might once or twice, but a football game is 4 hours long. You've got to pick and choose when the time is right or you will get burned with big plays.