Sean B. Fitzgerald It doesn’t go something like this, it goes exactly like this.

A Diatribe on “Bulletin Board Material”

According to the New York Daily News, when asked about Tom Brady pointing to the Jets sideline after throwing a touchdown pass on the first play of the fourth quarter, which gave the Patriots a 38-3 lead in its eventual 45-3 win on December 6th, Antonio Cromartie stated the following:

"We see that a lot. He does that a lot...That's the kind of guy he is. We really don't give a damn, to tell you the truth."

And when asked about the kind of guy Brady is, Cromartie used the word "asshole".

This happens more than you think. Players insulting each other. You often hear the words, "Bulletin Board Material" when statements like these are made. The prevailing wisdom is that coaches will post a quote from an opposing player or coach that disparages their team. All in the hopes of motivating his players that much more for the upcoming game. And even Patriots head coach Bill Belichick has done it in the past. I remember watching an NFL Films program that followed the New England Patriots on their way to a Super Bowl. In one of their pre-practice meetings held in a hotel banquet hall, Belichick made a point of saying that the opposing team had posted an itinerary of a possible Super Bowl parade in their city.

Obviously, the itinerary wasn't an attempt at overt bravado or confidence and certainly wasn't meant to incite. I know it's tough to fathom, but people like to plan things and it just makes sense logistically so things run smoother. If something MIGHT happen, there should be a plan for it. And Belichick knew that. Of course he did, he's a smart guy. But he still used it as a motivational tool. So given his success as a head coach in the NFL, one must deduce that there is something to this "Bulletin Board Material" thing. And if that's the case, why does Rex Ryan seemingly go out his way to incite the opposing team. Just this week he called this Sunday's match-up between his Jets and the Patriots "personal" between himself and Coach Belichick. That the game more about the coaches than it was the players. And last week, he even called out Tom Brady, saying that he doesn't do as much preparation as Peyton Manning. Completely unprovoked.

So what's his angle? I have heard many say that he just does it because that's "just who he is" or that he "loves the attention". But I disagree. He's no dummy either. He may be lacking in experience when it comes to coaching, but he has seen unparalleled success for a Jets head coach. Think about it: After last Saturday's win over the Colts, Ryan became the winningest Jets head coach in franchise history. That's right, 3 wins. Now, that may say more about the ineptitude of the Jets franchise than it does about Ryan, but the fact remains, the man can coach.

So why would a head coach repeatedly give "Bulletin Board Material" to an opposing head coach who values it so much? As I stated earlier, Belichick seems to think it's pertinent enough to discuss with his team prior to big games. Maybe it's because Belichick sees no detriment to bringing it up. He knows his players will be prepared and motivated regardless, but adding a little frosting to the cake can't hurt. But there just has to be a method to Ryan's madness. NFL coaches, especially Ryan, value their job too much to do anything that will in any way hurt his team's chances on the field.

Look, I'm not painting Ryan as some neo-Freudian psychology guru, but he has a clear grasp of his motivational techniques. It's already resulted in a trip to the AFC Championship Game last season and this Sunday's game against the Patriots which will result in one. My only guess as to why he engages in this behavior (and tells his players to also) is because he believes that it focuses the opposing players and coaches' thoughts on what they are saying and not preparing for the impending game. That what they say won't make them prepare any harder, just give them unnecessary agitation. The Patriots are all about "the process". One step begets another. If you throw a cog into their process, things have the potential to go awry.

Now, there is the possibility that I am giving Rex Ryan way more credit than he deserves. That maybe he really is just a loud mouth who literally says everything that pops into his head. But I just find it hard to believe a successful NFL coach does not calculate every single gesture, quote, and insinuation that is released to the media. Just ask Bill Belichick. I'm guessing you won't get an answer.