I'm on board with this to a large degree. Nobody has feared us in a LOOOooooonnnng time. We haven't given them a reason to. We're counting on all those facets - play calling, individual player development and execution, recruiting of players with the will to dominate and coaches that can draw it out and apply it on the field. But we're struggling to get any of those facets working even part time.
There is a level of "will to kill" in SOS, Meyer, Saban, and Harbaugh that is readily visible. It is exceptionally rare. Unfortunately we had it twice and lost both of them, so we're doubly spoiled in terms of that style of leadership. Reality is, as rare as that "will to kill" is in coaches, we will be hard pressed to find it again. But we hope. However, when you can get that type of leadership, it permeates the program. Coaches call plays and motivate players in a way that gets them pumped on the field and driving for that "will to kill", or perhaps it's more known as "will to win" though I see these elite coaches as going beyond winning and building a program identity, a way of being that builds upon itself - kids want to play for that type of program, coaches want to work there, and championships are won, mercilessly.
I think WM had a "will to kill" but he'd be arrested for his version and it was highly counter productive for winning. That's not Mac. I'd hoped it was his non-public side that the players and coaches would see, but we would have seen hints of it by now publicly and it's not in him. He wants to win, and he has some ideas on how to get it done, but it isn't a laser focus on dominating, it's more of 'how do I get thru this game with more points than them?'.
More of what I replied above. There is no fire in any individual that can spread thru the program. I'm against gimmicks, but I agree with you I'd like to see a clear direction and expectation that unifies the team's intent and drives them to be accountable to one another for execution. But again, it's not there - not with this staff, not with these players.