Forum Thread: Football Coaches

A while back I was coaching a team that had a lot of talent but almost no heart. No matter how many times I had these kids hit each other, they would not get mad. I could not get the effort we needed out of them week in and week out, so we suffered a disappointing 500 season. Do any of you coaches have any techniques on getting these kids to WANT to win. I know running them for losing is always a good plan, but instead of winning because of fear, how do we get these kids to really feel the passion for winning that will make them competitors in the future?