Heading into training camp Norv Turner is about to start his third season as head coach in San Diego and he and his staff know now is the time to get to a Super Bowl.
To win in the playoffs and contend for a championship is why he was hired, a fact not lost on the rest of the coaching staff.
After too many years of Marty Schottenheimer producing stellar regular season records before bombing in the playoffs, GM A.J. Smith and Chargers' ownership pulled the trigger and made the change.
For the most part they've gotten what they've paid for with two playoff wins and an AFC championship appearance, and very nearly a Superbowl, in two seasons.
Despite that, slow starts, a combined 7-9 in the first half of each season, has not instilled confidence in the Charger faithful. There have even been some "Marty" chants heard throughout Qualcomm stadium which, in my opinion, was madness.
He's finished the second halves of those seasons with a 12-4 record and is a ridiculous 9-0 in December. So breathe easy Chargers nation, he knows what he's doing.
With a regular season record of 77-95-1, Turner's only had four winning regular seasons as head coach in his 11 seasons with Washington, Oakland and San Diego.
But he's been to, and won, multiple Super Bowls as Dallas' offensive coordinator which has to count for something.
How many championships rings does Schottenheimer have? Oh yeah, none.
Norv knows it all comes down to what happens after the regular season, but getting off to a fast start will be an early concern with three AFC playoff teams in the first four weeks.
But while Turner, 57, now finds himself as the longest tenured head coach in the AFC West, his staff looks quite different from when he was hired.
Defensive coordinator Ted Cottrell was relieved of duty halfway through last season, so linebackers coach, and former Bears defensive coordinator, Ron Rivera was promoted.
More changes came this off-season with Rob Chudzinski returning after two seasons with the Browns. Don Johnson and Mike Sullivan were also brought in from Oakland to coach the offensive and defensive lines.
That's not all. Retired veteran Cris Dishman was brought in to help new secondary coach Steve Wilks while Greg Williams will be the new assistant linebackers coach.
While they get to know the team and scheme the other coaches will be focused on improving the offense and returning the defense to elite status. Special teams will be looked at closely as well.
So here's a look at rest of the Chargers' coaches and the challenges they'll face this season.