Philadelphia Eagles head coach Chip Kelly has been widely lauded for his fresh approach to offense in the NFL this season following his arrival from the free-scoring University of Oregon.
But it seems his offensive plan isn't all that complicated. A video clip shown on Inside the NFL shows the Eagles chief speaking with wide receiver Riley Cooper.
Cooper says something off camera, something presumably along the lines of "What's the plan, coach?"
So how does Kelly respond? Like this: "F**king score some points." Ah, that's how you win games!
To be fair, it sounds like a decent plan. And it has clearly been working for the Eagles.
Expected to struggle at the beginning of the season, they are currently preparing for a play-off or bust match-up with NFC East rival Dallas Cowboys this weekend.
The winner will take the divisional title, and with it a spot in the play-offs.
At least Eagles fans can take comfort in the fact that Kelly has a clear, simple game-plan - and a good one at that.
Check it out in the video above, first posted on thebiglead.com.