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The inside story of the Bears' 'Good, better, best!' craze

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BOBBY POSS WAS fuming. The A.C. Reynolds High School Rockets were up big at halftime, but the former varsity football coach at the Asheville, North Carolina, powerhouse sensed a letdown could be coming.

"Somebody get me a phone book!" Poss yelled.

One of his assistant coaches retrieved the weighty directory from Poss' office, and players gathered around their head coach, confused but intrigued.

"I looked at them, I go, 'I don't think you really want to play hard,'" Poss recalled.