The Dallas Cowboys aren’t hitting the brakes anytime soon - not with three games left, not with playoff hopes still flickering, and certainly not under first-year head coach Brian Schottenheimer.
As the Cowboys gear up for a Week 16 showdown with the Los Angeles Chargers, the conversation around the team has shifted from playoff seeding to strategy - and more specifically, whether it’s time to rest starters and lean into a higher draft pick. Some have floated the idea of “organic tanking,” where veterans take a backseat, young players get reps, and the team quietly positions itself for the future.
But Schottenheimer isn’t buying it. In fact, he’s pushing back hard.
“We're in Year 1 of this program, and what we're trying to build is a culture that's all about winning,” Schottenheimer said this week. “You could say, ‘Let’s not play anybody,’ or try to get cute with the roster, but at the end of the day, we keep it simple: we’re going to compete every day. We want to win.”
That message isn’t just coach-speak - it’s become the foundation of what Schottenheimer is trying to instill in Dallas. The Cowboys’ 2025 identity has been built around one phrase: Compete Every Day.
And in Schottenheimer’s eyes, that doesn’t just apply to Sundays. It means every practice, every rep, every decision has to reflect a winning mentality.
“You can’t say you’re all about winning and competing, and then turn around and bench your starters,” Schottenheimer added. “That sends the wrong message to your players.”
He’s not alone in that mindset. Quarterback Dak Prescott has made it clear he wants to be on the field.
Owner Jerry Jones has emphasized the importance of closing the season strong. The tone from the top down is unified: this team plays to win.
And for Schottenheimer, this isn’t just about the next three games. It’s about setting the tone for the long haul.
Culture doesn’t get built in the offseason or in the film room - it gets built when the pads are on, when the season is winding down, and when the easy path is to coast. Choosing to fight through those moments?
That’s where identity is forged.
Sure, the draft implications are real. Everyone in the building understands that. But Schottenheimer is betting on something bigger than draft position - he’s betting on a locker room that believes in the mission, a group of players that understands what’s being built, and a team that’s learning how to win, not just hoping to.
For a franchise that’s long been searching for consistency, that kind of cultural clarity matters. It’s not about tanking.
It’s about teaching. And the lesson Schottenheimer wants to hammer home is simple: winning matters - always.
So as the Cowboys head into the final stretch of the season, don’t expect to see a wave of backups taking over. This team isn’t coasting toward April. They’re charging into January with their foot still on the gas.