For most of Bill Belichick's tenure in New England, the Patriots were a well-practiced, tight-lipped team that followed the same motto each and every season: Do your job. It was a catchphrase that completely embodied the kind of coach Belichick was and the type of team he ran, and they flourished because of it for nearly two decades.
Now that he's moved on to college football and the Patriots are now two years removed from Belichick calling the shots, it was time for them to find a new catchphrase to live by. Jerod Mayo attempted to introduce many throughout the 2024 season, but none stuck, leaving Mike Vrabel with the job of coming up with a new one.