As NFL training camps are nearly upon us, a lot of head coaches are going to be saying that to a lot of players over the coming week. Right now, every team's record is 0-0, and in the heat of padded drills it's easy for players to look around at each other and think, "This is our year."
For all but one NFL team, this isn't their year.
Even if the Super Bowl turns out to be a contest between the reigning NFC champion San Francisco 49ers and loaded Denver Broncos, there are plenty of talented contenders who want—even expect—to be there at the very end.
When expectations aren't met, people lose their jobs.
The pressure is high at the other end of the spectrum too: Some head coaches barely escaped the last guillotine season with their necks intact, and many high-profile starters will have to hold off touted rookies or just-signed veterans.
Which players and coaches will fall short of lofty expectations? Which players and coaches are working on their ninth lives? Who's on the hot seat heading into NFL training camps?