(Photo by Stephen Dunn/Getty Images)

There is no next year.

This isn’t about building for the future.

It’s not about taking stock and assessing team depth, either. Save that for the rest of the division.

The Chargers have to step out, lay waste to the West, get to the Super Bowl, win it, and put the official seal on the franchise’s 50th anniversary season.

And they really don’t have any excuses.

Lance Alworth deserves it. Dan Fouts deserves it. The legacy of Sid Gillman deserves it. Hell, Bud Whitehead deserves it. No question the fans deserve it.

Fly under the radar? Forget about it.

The national media has latched on to the fact the Chargers are primed for a deep run through the postseason, fueled in no small part by a tremendously weak AFC West division.

But the Chargers are not simply the best of the bad. They are among the elite teams in the AFC, the conference which currently holds the balance of power in the NFL.

This is no idle musing.

From quarterback to long-snapper, the Chargers are as talented as any roster in football.

Don’t think so? Go man for man, from starter to practice squad, and ID a team that’s better.

Of course, that claim was levied last year and the team staggered to a record of 4-8 before rallying with four straight victories to claim their third straight AFC West crown.

While a .500 mark could possibly win the division by a comfortable margin, another uphill climb through the playoffs likely won’t provide any greater results than last season’s second-round exit.

Too many games and too many trips to cold weather cities.

Which means the Chargers should go all the way this season.

That’s right should, because this is the NFL where there are no guarantees.

Turning perception to reality will require an attention to a few details, none of which have been lost on a team that is fully aware their time is now and not later.

The Chargers cannot take a 4-8 record into Dallas on Dec. 13

A year ago, the Chargers were four games under the .500 mark. They were trailing the Broncos by three games in the division before they stepped into their 13th contest of the season by hosting the Raiders.

Losing to the Raiders is as unlikely as Republicans supporting healthcare reform, and the Chargers rolled. Not one of their next three opponents—Kansas City, Tampa Bay or Denver—was a playoff team, and the Chargers ran the table to make it back to the postseason.

This year’s finishing quartet of the regular season? Home games against the Bengals and Redskins with a Christmas Day treat in Tennessee in addition to their visit to the Cowboys' new home. Four wins are unlikely.

So a sense of urgency in September is a no-brainer. The practice schedule is over, fellas.

The Chargers could easily open this season at 5-2 before they head back east to face the Giants in the final year of their stadium. A 6-1 mark is well within their grasp.

Protect Philip Rivers

Billy Volek is a nice guy, a solid backup player and one of the better second-string QBs in the NFL, but one whose role is best served wearing a ball cap.

Nothing against Volek, but this team is all about Philip Rivers.

Head coach Norv Turner can talk all day about a power running game. A healthy LaDainian Tomlinson will certainly provide a huge boost to the Chargers, but there is no more important player to this team than Rivers.

His strides in the league have been tremendous—enough to jettison Drew Brees three years ago and secure Rivers a $92-million contract extension a few weeks back that will keep him in San Diego until he is 34.

The highest-rated NFL passer last year, Rivers will take another step forward in his development and be blessed with plenty of targets. The Chargers will start a rookie at right guard in Louis Vazquez, but will rely heavily on left tackle Marcus McNeill to protect the blind side.

Lose Rivers, lose it all.

Turn Shaun Phillips loose

Sure, Shawne Merriman is back. Yes, he’s "Lights Out." And he’s intimidating (just ask Tila Tequila). But returning the defense to the force it was will require more than a healthy Merriman, who may have more than a double-team to worry about.

You're currently logged into Facebook

Do you want to share your Bleacher Report activity on Facebook?