If you walk into the locker room of all 32 NFL teams, you'll likely hear the same thing when you talk about culture. "We want to have a winning culture," "We pride ourselves on a winning culture," "We're developing a winning culture." It's all about some form of a "winning" culture. Of course it is, any team choosing to thrive on a losing culture likely isn't going to go anywhere. But it's how that team works to achieve that "winning" culture that sets them apart from every other team, and either does or doesn't lead them to success.
The job of the coaching staff is not only to create and teach schemes or to call plays, but it's also their job to define what that winning culture looks like for their football team.