When a Sith Lord enters a room, regardless of who is in that room, everyone knows who's in charge. That is the effect Al Davis has had in football circles for decades.
Contradictory to what some would like to argue, Al is not evil, he cannot choke you out without touching you, and he has never cut his own son's hand off. However, he doesn't pull punches, and he would always prefer to strike first.
He had in mind an unorthodox vision of what the future of football would look like. While most teams were running the ball 65-70% of the time, Al's team was heaving it down field with what appeared to be reckless abandon.
He felt that fans wanted to see scoring, and he set out to give it to them. That said, he never lost site of the importance of good defense. He had a vision for that too.
Al drafted and signed guys with bad reputations for being undisciplined and out of control. The other teams were staying away from players that could cause ripples in their traditional little worlds, Al was embracing them.
He believed that in addition to lots of scoring, fans also wanted to see the violence of the game, and boy did he give it to them.
Davis knew that if he would just let the players keep their mean streaks, but focus them on the opponent, it would create a demoralizing effect on the offenses of the day.
It did, and combined with the free wheeling offensive strategy, the Raiders won...a lot!
Davis assumed control of the Raiders in 1963 and began building more than a professional football team.
He began building a reputation, an aggressive way of doing business and an attitude that permeates the minds of millions of fans all over the world to this day.