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Cowboys hoping to change their culture


The Dallas Cowboys have one playoff victory in the past 16 seasons, but you wouldn’t know it by how glorified the franchise has continued to be well beyond its Super Bowl years. They’re not treated like the Bills and Jaguars. The media covers them with even more focus than the Packers and Steelers.

And the Cowboys are well aware that kind of culture can breed problems like the one cornerback Mike Jenkins has become, and the one Terrell Owens once was. Among players, there can be a sense of entitlement. As team COO Stephen Jones explained to’s Albert Breer, the Cowboys made it a point this offseason to acquire players capable of “handling Dallas,” and the notoriety that comes with playing there.

“It’s up to us to get the right kind of guys, good character guys that are driven to win championships,” Jones said. “And not just to say, ‘I’ve got a Pro Bowl and I play for the Cowboys, I’m satisfied.’ That’s on us, to avoid those types of players.”

Per Breer, the Cowboys see tight end Jason Witten as “the poster boy” for players they’re now trying to collect. Up-and-coming linebacker Sean Lee is another, and the Cowboys hope new $50 million cornerback Brandon Carr will be one, too.

“Anyone who’s got red blood and plays football knows what the Dallas Cowboys are, and knows what it means to play for them,” Jones said. ‘They know it. … We tell them what a big stage it is. At one time, we had 18 players and coaches with radio shows. People can’t get enough of the Cowboys.

“And it can be something that can be with you for the rest of your life if you go win a championship, because there’s nothing like it when it’s rolling. The lesson is, ‘Go Win.’ You gotta go win a championship. That’s the lesson I take. And then, I’ll worry what happens after that.”

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57 Responses to “Cowboys hoping to change their culture”
  1. reed20ravens says: Jun 6, 2012 9:26 PM

    objective 1: new quarterback

  2. randallflagg52 says: Jun 6, 2012 9:32 PM

    Can’t change a zebra’s stripes…

  3. linvillegorge says: Jun 6, 2012 9:33 PM

    When he says “that’s on us”, I think he means “that’s on me”. JJ is the one who is always pushing for the big splash signings.

  4. edhochuli says: Jun 6, 2012 9:34 PM

    Cowboy fan since birth. Sadly, I’m watching my team transform into Oakland South. For the love of all that is holy, Jerry, please hire a real GM and stop meddling!

  5. pantherpro says: Jun 6, 2012 9:35 PM

    Most hated team in America

  6. stevenuc says: Jun 6, 2012 9:40 PM

    Dream team II

  7. ttommytom says: Jun 6, 2012 9:44 PM

    As hard as this is to say, I’d rather see the Eagles win.

    The fans in both places are embarrassing but at least Philly has a good GM and owner…

  8. thegreatgabbert says: Jun 6, 2012 9:45 PM

    They’re going to ditch the 10 gallon hats and wear feather headresses. Exchange the chaps and jeans for loincloths, and get rid of them goddamn boots for some nice comfortable moccasins. Stop totin’ side arms and just go with tomahawk or something.

  9. jpb12 says: Jun 6, 2012 9:53 PM

    Daddy’s boy … wants players who don’t feel entitled… by paying them before they perform…

    Brandon Carr is this year’s Roy Williams.

    These guys need some humility

  10. txxxchief says: Jun 6, 2012 9:53 PM

    The people here in Dallas can’t seem to get it thorough their skulls that Jerry Jones is the worst GM in all of professional football. For him, owning the Cowboys is about his personal gratification and ego aggrandizement. Winning is not the primary objective.

  11. cmahdavi says: Jun 6, 2012 9:53 PM

    There is a feeling of little accountability for the favorite players in Dallas because there is no accountability for the GM… That’s the problem. Dez knew as long as Jerry liked him, the coaches could do squat. Bill Parcells left because basically he could not say who was on the roster or not (“If I am the cook I have a say in the ingredients”) as long as a team has no accountability in one or many places the meritocracy needed for a winning culture to take root will never be there. The Cowboys will NEVER listen to their coach with fear if their owner feels he can call plays. Jerry has been and always will be about any publicity is good publicity and you wonder why the Cowboys (despite the talent) have been consistently unable to reach down and tough it out when it came to character and leadership. Do you think any other GM with Jerry’s track record would still have a job after all these years? – No accountability!

  12. scytherius says: Jun 6, 2012 9:56 PM

    So they are getting rid of Jerry Jones?

  13. norcalmafia says: Jun 6, 2012 10:00 PM

    Do you mean change the culture of the 3 ring media cifcus or inflated egos that get way to much media coverage for a team that hasnt won anything sincd oj simpson was nordberg on naked gun…coul be worse…you could live in Seattle and be a Sehack fan…now that would suck.

  14. vmannj says: Jun 6, 2012 10:06 PM

    I point to the ’09 draft as Jerry Jones’s wake-up call. Traded their 1st rd pick for RWilliams, traded out of the 2nd for extra picks, then ended up with 12 scrubs, only one of which (backup LB Victor Butler) is still with the team.

    Since then, they’ve drafted Sean Lee, Dez Bryant, Tyron Smith, and DeMarco Murray, along with this year’s draft class. And since ’09, it’s been much less Jerry Jones, and much more Stephen Jones. I think Stephen and Jason Garrett seem to be on the same page, and are trying to move the team in the right direction.

    I stopped buying into the hype with this team a long time ago, but it does appear that they’re at least trying to go about things in a better way.

  15. Deb says: Jun 6, 2012 10:12 PM

    Interesting post. Not sure they’re taking the best approach to the culture, though. You can bring in humble guys who are focused on winning, but you’ll still ruin them if you give them superstar treatment–like their own radio shows–whether or not they win. Jones wouldn’t have had the T.O. problem if he’d let Parcells run that team instead of dictating terms. Maybe he should turn down the wattage and let these coaches and players focus on football instead of media hype.

  16. johnster67 says: Jun 6, 2012 10:13 PM

    Culture change will require new ownership and a new GM.

  17. commonsensedude says: Jun 6, 2012 10:14 PM

    The key to changing the culture of the Cowboys is changing the ownership. The culture won’t change as long as the Jones(s)(s)(s) are running things (there are a lot of Joneses there – Jerry Jones the General Manager, Stephen Jones, the Chief Operating Officer, Charlotte Jones, the Vice President/Director of Charities, and Jerry Jones Jr., the Chief Sales and Marketing Officer).

    They’ve changed coaches, stadiums, quarterbacks, star players, etc – over the past sixteen years – and lost. The next change that needs to be made is for Jerry to exit stage left.

  18. thirstymofo says: Jun 6, 2012 10:18 PM

    How’s about shooting for 2nd in division? I think you got a shot at that cowpokes.

  19. vavikingfan says: Jun 6, 2012 10:18 PM

    Dallas is as overpublicized as the Kardashians

  20. robnel36 says: Jun 6, 2012 10:25 PM

    And not just to say, ‘I’ve got a Pro Bowl and I play for the Cowboys, I’m satisfied.’ That’s on us, to avoid those types of players.”

    Finally they realize that for many years they’ve had these type of players. The more Pro Bowler’s you have on your team the worse it is for your team because you then will ultimately pay them more down the road. Especially since many Cowboys in the past were undeserving of the Pro Bowl, the only reason they made it is because they play on a popular team Ex: Roy Williams Safety. Also it tends to change them as players and then they just go for good statistics.

  21. vincentbojackson says: Jun 6, 2012 10:41 PM

    Maybe Jerry should start by putting a muzzle on Rob Ryan.

    Never has a guy talked so much yet done so little.

  22. blackqbwhiterb says: Jun 6, 2012 10:41 PM

    hehhehhehhehheh………I love the culture they’ve built and hope it stays the same.

  23. push4souls says: Jun 6, 2012 10:42 PM

    I guess all you are jealous that your teams are not as relevant as America’s Team.

    Here we come.

    Go Cowboys!

  24. binkystevens says: Jun 6, 2012 10:44 PM

    This team is on the wrong side of history. Amazing they’re even relevant anymore. Terrible front office and owner. This next generation will not be brought up watching the Cowboys.

  25. mojosmagic says: Jun 6, 2012 11:02 PM

    They should get a new set of fans while their at it.

  26. tweeter75 says: Jun 6, 2012 11:04 PM

    “Cowboys hoping to change their culture”

    I don’t know how to break this to you ‘boys, but you can’t fire the owner……he’s the problem.

  27. latenightroach says: Jun 6, 2012 11:11 PM

    So who exactly is responsible for dubbing them “America’s Team”? Are there like a gazillion invisible/imaginary fans of the Dallas Cowboys?

  28. calizcowboyz says: Jun 6, 2012 11:13 PM

    Love the HATERS! Most popular team in America PROVEN = Your Dallas Cowboys! Team with 5 Super Bowl Trophies = Your Dallas Cowboys! Which is 5 more then the beagles!
    Jerry drafts = Ware, Witten, Romo, Murray, Smith, Free, Dez, Miles, Ratliff, Claiborne…got Carr in Fa…..yup he really sucs! EAT IT HATERS!

    Cowboys = Jealousy to All ! LMAO!!!

    haters cry babies unite and suc on FACTS!!!!!!

    Time for us to dominate yet again!!!!!!!!!!

  29. trollhammer20 says: Jun 6, 2012 11:25 PM

    “At one time, we had 18 players and coaches with radio shows.”

    And you wonder why maybe the focus is lacking on the field?

  30. mjkelly77 says: Jun 6, 2012 11:28 PM

    Why shouldn’t the Cowboy players feel entitled? The owner certainly does.

  31. thejuddstir says: Jun 6, 2012 11:30 PM

    A culture………….of losing, is hard to shake, especially when it starts at the top with the owner.

  32. azskinsfan says: Jun 6, 2012 11:42 PM

    16 years, huh. Nice.

  33. kingcarlbanks says: Jun 6, 2012 11:43 PM

    Hate on what!? I love the Cowboys! Built a billion dollar stadium for Eli and the Giants to feel at home in! Should rename it Metlife South!

  34. 805_9er says: Jun 6, 2012 11:55 PM

    Cowpies are fighting it out with the Beagles for third in the division…

  35. bigblue5611 says: Jun 7, 2012 12:00 AM

    Cowboys have more bandwagon fans than any team in any league. And they are Mexicos team not Americas team

    Cowboys still blow and will never win with Romo who flat-out sucks under pressure. But Cowgirl fans will cry about how great Romo’s stats are in Sept/Oct. LMAO what a joke.

  36. darthjerrah says: Jun 7, 2012 12:07 AM

    Best GM in all of professional sports.

  37. NakedCowboy! says: Jun 7, 2012 12:07 AM

    jenkins is not a problem like TO… stop making him a problem…

  38. patsaintsbroncoscheat says: Jun 7, 2012 12:12 AM

    The Dallas Cowboys have one playoff victory in the past 16 seasons, but you wouldn’t know it by how glorified the franchise has continued to be well beyond its Super Bowl years
    The Cowboys quit being America’s team after Staubach. They are and always will be irrelevant as long as Jerrah makes the decisions.

  39. buddybowl69 says: Jun 7, 2012 12:19 AM

    calizcowboyz says:
    Jun 6, 2012 11:13 PM
    Love the HATERS! Most popular team in America PROVEN = Your Dallas Cowboys! Team with 5 Super Bowl Trophies = Your Dallas Cowboys! Which is 5 more then the beagles!
    Jerry drafts = Ware, Witten, Romo, Murray, Smith, Free, Dez, Miles, Ratliff, Claiborne…got Carr in Fa…..yup he really sucs! EAT IT HATERS!

    Yes, the cowboys do have 5 Super Bowls, but that is ancient history, like Rome used to be a world power, look at them now…

    Name your star draft picks? How about ALL of the busts? And by the way, NOBODY drafted Romo, he was an undrafted free agent, that nobody wanted.

    America’s Team? That’s Jacksonville now. A few old men in ties that are way outdated running the networks insist on putting the cowboys on national TV because that worked in the past, but not now. Ratings are just not there, and the people that are forced to watch them on TV because it’s the only game to watch, root against them with vigor.

    But please, please, never get rid of JJ. He is every other teams favorite GM & owner. Jerry is more valuable than having a Pro Bowl player at every position on your favorite team. His picks, playcalling and decisions make every other team better.

    Stay the course, keep Jerry as GM, we love him.

  40. benchwarmer69 says: Jun 7, 2012 12:27 AM

    For the Cowboys to be anything other than average….

    1) Get rid of Romo. He’s average and cannot handle crunch time anyway.

    2) JJ needs to let scouts do something. The Buccaneers have #4 Claiborne’s ex-coach on their team, and probably the worst backfield in the NFL, yet passed on him for a safety. That says a lot about who they drafted. Not even an interview JJ? Just wow.

    Obviously homework isn’t getting done and it’s all about selling tickets, or buying up whomever sounds nice at the time.

  41. jsrdc says: Jun 7, 2012 12:28 AM


    that would be NFL films who dubbed that. And it happened to stick for as long as it has, even though it is an outdated title. Some Cowboy fans would argue it is still relevant, but I am not one of those Cowboy fans. I am a long time level-headed Cowboy fan who is realistic, yet optimistic as well. For any of those who think JJ is the problem, then the 3 SB’s he already won is the fly in the soup for you.

    It is very palpable the changes that have come to pass since last season’s firing of Wade. JG is going to be a very good HC, and Rob Ryan will earn his keep. The secondary has been addressed, and Stephen Jones (even though nepotism is hard at work) seems to me to be very good thus far in his position. There are far too many Cowboy haters that jump on any little Cowboy’s topic like a brain-starved zombie. The press is also very much at fault here as well, as they know anything Cowboys will be viewed more than any other team. It is a vicious cycle, but once you bait the trap, the mice always come running for the cheese, and the comments on here further validate that.

    JJ wants to win, just like any other owner, and probably more so than any other owner, but he is also interested in promotion, just like any other owner. You can hate him all you want, but he is more successful than any hater on her posting about him, and he could really care less about your opinion of him. You can hate him all you want, but it is a waste of your time and energy. JJ is a self-made multimillionaire who worked for everything he has, and now owns the most successful franchise in all of pro sports.

  42. calizcowboyz says: Jun 7, 2012 12:45 AM

    Funny haters CRY their super bowls are history. what have they done lately… Guess what ALL super bowls are history Starting the Next Year!!!! Giants super bowl =HOSTORY
    Patriots HISTORY
    Saints HISTORY

    Whats your POINT???????? Facts HATERS we have 5 rings to your ZERO!!!!!!!!!!!!!!!!!!!!!!

    Now that IS HISTORY!

  43. monkeyhateclean says: Jun 7, 2012 1:09 AM

    pantherpro says: Jun 6, 2012 9:35 PM

    Most hated team in America


    Nah, the ‘Girls haven’t been competitive enough to earn hatred. Rooting against the ‘Girls is like rooting against your retarded cousin trying out for the normal Olympics; you know they aren’t going to succeed, but its hard to find much joy in them failing.

    Perennially embarrassing braggarts, the NY Jets and their blowhard coach continue to deserve being the “most hated” team in America. Adding Tim Tebot only seals their fate.

  44. buddybowl69 says: Jun 7, 2012 1:15 AM

    “and now owns the most successful franchise in all of pro sports.”

    Are you kidding me? My beer just came through my nose when I read that? I’m sending you my dry-cleaning bill BTW.

    What has he ever done to deserve that? Except for hiring Jimmy Johnson, who made those winning teams, then chased him away, he has done zero, zip, zilch, nadda, to have the most successful pro sports franchise. I can think of many pro sport franchises that FAR exceed the ‘boys in every category. Just a few that come to mind would be the Yankees, Lakers, Patriots, Steelers, etc. I could go on & on, but you get my point, and I have to clean up this beer thanks to you.

  45. jsrdc says: Jun 7, 2012 1:16 AM


    Wow, I didn’t think the ineptitude could be any higher, but once again, it always seems to find a way to ooze out….

    #1, Romo-bashing is outdated, and not even applicable. Has he had his meltdowns? Yes. Name me a QB who hasn’t. Are his meltdowns televised and aggrandized more than any other QB? Yes. Like any other statistic (sports or not), the more you inflate it, the more it gets bought into by those who don’t know any better. I don’t know how 30+ TD’s, 10 interceptions, and a 102+ rating could be overshadowed by a few interceptions last year that, once again, are blown out of proportion. The GLARING issue with Dallas was the lack of defense (mostly the secondary) by losing 5 games with leads in the 4th Quarter. That tells me Romo is doing his job helping his to to get leads in those games, however the D wasn’t doing their job of preventing those very same lead changes. Doesn’t it make sense that they went out and brought in Carr and drafted Claiborne? Are you awake here, Einstein?

    #2, “That says a lot about who they drafted. Not even an interview JJ? Just wow.” Just wow is how smart you think you are. Did you happen to know that DeMarcus Ware wasn’t brought in for a pre-draft visit when they drafted him in 2005? How is he working out for the team, fool? Are you really on here bashing Claiborne, who was the CONSENSUS best DB in the draft? And btw, the passing D for the Bucs was 21st in the league last year, the rushing game 30th – maybe THAT is why they went after a RB late in Rd one, versus a CB after drafting Barron And the Bucs STILL got the best S in the draft in Mark Barron. If their secondary was SO IMPORTANT to address, then why did they wait until rd 6 to address it again? And btw, you may have missed the article that talked about Barron being rated higher on the Buc’s board than Claiborne – here is the link:
    Read the article and educate yourself – it is ultra-obvious you need to…..

  46. trollaikman8 says: Jun 7, 2012 1:30 AM

    Stephen Jones, wearing skinny jeans.

  47. hedleykow says: Jun 7, 2012 1:54 AM

    Several times a year, tight shot of Jerry Jones in his sky box, chewing on his fingernails and shaking like a scared chihuahua, watching his team crash and burn in the final 45 seconds, after leading by 13 points at the two minute warning.


  48. 2ndaryinsanity says: Jun 7, 2012 7:25 AM

    Sure, Romo has good stats (TD to INT ratio and passer rating). Yes, every QB throws INT’s. But Romo likes to throw INT’s at the worst possible times. Romo appears goofy and too laid back, which makes it seem like he isn’t a team leader and doesn’t care enough about winning. Maybe he isn’t, but that’s the perception. I do give him credit for being one tough son-of-a-biscuit…there aren’t very many players who stay on the field with a hole in their lung caused by broken ribs!
    Also, how can you blame the defense for that embarassing loss to the Lions? In the second half, Romo threw 2 (or was it 3?) INT’s in a short period of time.
    Yes, Dallas has more Super Bowl trophies than most teams but they haven’t been successful for a LONG time. Jerry Jones is the owner, so it’s his right to play pretend GM and to publicly second guess the head coach but it isn’t making the Cowboys a better team. At least they have a kick-### stadium.

  49. cleverbob says: Jun 7, 2012 8:01 AM

    Can’t change culture overnight, it’s inbred. Especially in Dallas…


  50. keepyerstickontheice says: Jun 7, 2012 8:31 AM

    They have their own golf course fer chissake. Greens in the shape of stars, cart girls dressed like cheerleaders. While admittedly awesome, does not foster anything but complacency. Win or lose, everybody tells you how great you are, especially those in the media. Every year we get the same boilerplate about how great this team is, with some form of “With the talent level they have, they should win 11-12 games this season and then…” for one reason or another, fail. They are a victim of their own success. After they won those three Super Bowls twenty years ago, the NFL money has blown up to just insane levels, and now with the new stadium the players feel like all they have to do is show up and collect their rings. All they have to do is look across the state at Houston to see what they will never have: the hunger, a chip on their shoulder, something to prove, whatever you want to call it, they punched way above their weight last year and succeeded in spite of all the injuries because THEY WANTED IT.

  51. rogerpredactor says: Jun 7, 2012 9:27 AM

    Wow…the ego is off the charts. Cowboys are a reflection of their owner…plastic surgery and delusional. Raiders South.

  52. hit2hurt says: Jun 7, 2012 9:42 AM


    “All they have to do is look across the state at Houston to see what they will never have”

    ….an empty Trophy Case?

  53. thejuddstir says: Jun 7, 2012 10:11 AM

    As long as Jerrah never “gets it”, the cowboys will never “get it ” ….a SB win. Think how egotistical this guy has to be to not see what the entire football world sees…..the problems start with Jerrah.

  54. bigblue5611 says: Jun 7, 2012 10:28 AM

    Things are so bad in Dallas that the only positive thing Cowboy fans can say about there team the last 16 years is “well, we’re still America’s team”

    Sure you are

  55. Grulks says: Jun 7, 2012 11:19 AM

    calizcowboyz wrote:

    Love the HATERS! Most popular team in America PROVEN = Your Dallas Cowboys! Team with 5 Super Bowl Trophies = Your Dallas Cowboys! Which is 5 more then the beagles!
    Jerry drafts = Ware, Witten, Romo, Murray, Smith, Free, Dez, Miles, Ratliff,
    Please, just stop talking. You’re almost as bad as Steel6rings and all his 20 accounts. Comments and behavior like this are what make people hate Dallas fans, and lump the rational ones in with the crackpots.

    Neither Romo, nor Austin were drafted. Neither were signed due to ANYTHING having to do with Jerry. Romo was pursued by Sean Payton, and Romo trusted him since he was a fellow alumni from E Ill. Austin was signed directly by Parcells, bc Austin grew up near Bergen county NJ, which is where the Tuna is from.

    So what if Dallas has more SB’s than the Beagles (not sure if that is to the Eagles, or Bengals, but immaterial). You picked one team. Whop de do. Pittsburgh has more than Dallas. SF has as many. Giants have one less, and look more capable of winning another before we do.

    I’m all for being excited about our team. But shoving it down other peoples throats, by throwing out stuff that happened in the past, and stuff that isn’t even factual (romo/austin) are why people think Dallas fans are idiots. Which is how you are acting.

  56. daysend564 says: Jun 7, 2012 11:42 AM


    “All they have to do is look across the state at Houston to see what they will never have”

    …a team that preferred Nashville to Houston?

  57. jsrdc says: Jun 7, 2012 3:12 PM


    you mean “get” ANOTHER SB win, right? Haters fail to acknowledge the 3 SB wins Jerrah already has. What a maroon……

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