It's called quiet confidence born of experience, and it's what the Rams needed from their next coach after posting a 15-65 record over their previous five seasons, all under less experienced leadership. There's an authenticity to Fisher that resonates. Quarterback Sam Bradford first saw it during a nearly two-hour meeting with Fisher, conducted before Fisher agreed to take the job.
"I think the biggest thing for me when we met was, there was no nonsense," Bradford said. "Everything that he has said has been valuable information. There is never that talk just to talk. That is what everyone really respects about him."
Thanks to Fisher, the feeling at Rams camp has shifted from "if" the team can right itself to "when" it will happen.
THREE HOT ISSUES
QB Sam Bradford has some new young talent to work with this season at the skill positions.
1. Can the Rams help Bradford? It's easy to forget that Bradford had two 300-yard passing games in his first five starts last season. The high-ankle sprain he suffered in Week 6 changed the trajectory of his season. Bradford wasn't the only one hurting. The Rams suffered more losses to injury in a season than all but one NFL team since 2002, according to Football Outsiders. They had no chance.
The plan this season will be to take pressure off Bradford with a run-first offense. That approach represents a philosophical about-face from the thinking former coordinator Josh McDaniels promoted last season. McDaniels' offense would have worked better under different circumstances. In retrospect, the Rams lacked the personnel to make it work, particularly after losing key players to injury.
The offensive personnel could be better this season. Young prospects at running back (Isaiah Pead) and on the perimeter (Brian Quick, Chris Givens) give the team fresh options. But no one is quite sure what the team has at wide receiver. It's also unclear whether young tackles Rodger Saffold and especially Jason Smith can give Bradford the protection he needs when the Rams do put the ball in the quarterback's hands.
The Rams have additional first-round draft choices over the next couple seasons. There's a good chance they'll use them mostly to bolster the offense. In the meantime, they'll protect Bradford through the design of their offense.
2. Another year, another offensive scheme. The Rams are learning their third offensive system in three seasons. Last season, the idea was for Bradford to help get the Rams into the perfect offensive play for whatever defense the opponent was running. This season, Fisher and new offensive coordinator Brian Schottenheimer want the Rams to run the ball for the sake of running it, even against loaded fronts.
This could be the Rams' most run-oriented offense from a philosophical standpoint since the team moved to St. Louis for the 1995 season. Longer term, it's fair to wonder whether this is the best offense for a franchise quarterback to realize his full potential as a passer. For now, though, the philosophy will play to the team's offensive strength (Steven Jackson) while minimizing a primary weakness (pass protection).
"This offense is ground, pound and we’re in your face," Jackson said. "Regardless of how much a team studies about us, they are probably going to be able to tell, out of this formation, this is what they like to run. So now the mentality has gone from trying to be tricky or crafty to more so, 'This is my hole, this is where I’m going, stop me.' Completely different attitude."
3. Are the Rams OK at outside linebacker? St. Louis is set at middle linebacker with James Laurinaitis, a player the organization wants to build around (expect a new contract for him soon). The question is whether the outside linebackers -- Jo-Lonn Dunbar and Mario Haggan and Rocky McIntosh -- represent much of an upgrade for a team seeking to improve its run defense.
Another question: How much does it really matter? The league isn't exactly brimming with elite outside linebackers in traditional 4-3 schemes. The position has been de-emphasized. The Rams will run their defense through Laurinaitis. Dunbar will remain on the field with him on passing downs.
The Rams could use ascending young talent on the outside. They had too many more important needs this offseason to justify throwing precious resources at a position of lesser value.
REASON FOR OPTIMISM
Left end Chris Long, coming off a 13-sack season, anchors a promising young defensive line.
Head coach and quarterback are the two most important figures in a football operation. The Rams have the right people in those positions. That gives them a chance.
The Rams also have the pass-rushing talent Fisher needs to run his aggressive defense. Left defensive end Chris Long is coming off a 13-sack season. On the right, 2011 first-round choice Robert Quinn is serving notice, at least in practice, that he's the best pure pass-rusher on the team. His ability to close on the quarterback even when off-balance or falling sets him apart from most.
I wondered coming into camp whether last season inflicted irreparable damage to Bradford. That was not the case. There hasn't been a more impressive player on the practice field to this point. It's stunning, in retrospect, that a team with such a talented quarterback could suffer through a 2-14 season. So many things had to go wrong.
Day after day, play after play, Bradford impresses even the most seasoned observers. Receivers coach Ray Sherman, most recently with the Dallas Cowboys, has been around accomplished quarterbacks throughout his coaching career. The list includes Warren Moon, Joe Montana, Steve Young, Boomer Esiason, Randall Cunningham, Brett Favre, Steve McNair and Tony Romo. He used the word "special" to describe Bradford.
"His temperament is just so calm," Sherman said of Bradford. "He has a demeanor about him and Brett was like that -- when he spoke, guys listened. They tune in. They know, 'We take care of this guy, he's going to take us a long way. He's going to do some special things.'"
REASON FOR PESSIMISM
Look at the schedule. Road games against Detroit and Chicago in the first three weeks. Green Bay, New England and San Francisco during a three-game stretch at midseason. Four of the final six games on the road. Only seven true home games overall, the New England game having been moved to London.
No one said this job would be easy for Fisher and his veteran staff.
Danny Amendola looks like the best receiver on the team. He's a terrific slot receiver, but with an 8-yard career average per reception, he won't strike fear into opponents. Quick and Givens, though promising draft choices, are rookies nonetheless. It's an upset if either becomes a force right away and a bonus if veteran Steve Smith fights through recent knee troubles to become a factor.
Bradford has the talent to rack up yardage when healthy, but he might not have the weapons to finish drives with touchdowns. Think back to the game at Green Bay last season. Bradford threw for 328 yards with a 64.4 completion rate at Lambeau Field, but the Rams still lost, 24-3.
Also, the Rams are going to a run-first offense at a time when the passing game is king in the NFL.
"Sitting in our first offensive meeting, it was made clear that our identity as an offense, we’re going to be known as being a physical unit that can run the ball versus whatever," Bradford said. "It doesn’t matter if people put 8-9 in the box, we’re going to run the ball. That’s what we’re going to do, and we’re going to pound them and we’re going to wear them out, and then we’re going to take our shots."
Rookie cornerback Janoris Jenkins might already be one of the three or four most talented players on the team. He's starting opposite free-agent newcomer Cortland Finnegan. "He is game-ready," Finnegan said. "I think he’s one of those special guys."
Brandon Gibson has been one of the better receivers in camp. That was the case a year ago, and it might have said something about the quality of the position overall. I'm looking at Gibson as a barometer for the position this season. It's good for the Rams if other receivers pass him on the depth chart.
The Rams won't know for sure until they put on the pads, but they're hopeful rookie defensive tackle Michael Brockers can be more than just a run stuffer. They need him to factor as an inside pass-rusher as well. Having three relatively recent first-round picks on the defensive line -- Long, Brockers and Quinn -- gives Fisher and the defensive staff talent to work with.
Speaking of the defensive staff, I never heard Gregg Williams' name come up once during the first four days of camp. The NFL suspended Williams before he could get much work done as defensive coordinator. Fisher has never been one to panic. He's as cool as they come. The Rams moved on long ago. McGinnis: "I've been with Jeff when we were 10-0, and I’ve been with him when we were 0-6 and came back and won eight of our last 10. He doesn’t change. That type of self-confidence is transferable to a group. It’s transferable to individuals. That excites me."
Jackson, down to 235 pounds with 5.1 percent body fat, appears fresh in camp at age 29. Thomas Jones was that age when he rushed for 1,119 yards in Schottenheimer's offense with the Jets. Jones followed up that season with 1,312 yards at age 30, and 1,402 yards at age 31.
Rookie running back Pead stands out as an obvious talent. He's shifty. The question is whether he can pick up the offense quickly enough for the team to trust him in pass protection. The academic calendar at the University of Cincinnati prevented Pead from participating in organized team activities. He's behind from that standpoint, but he's got talent, and Schottenheimer likes using two backs. Those Jets teams referenced above had enough carries left over for secondary backs to gain 400-500 yards per season.
Long and Quinn had their way with the Rams' offensive tackles in pass-rushing situations. That could change some once players put on pads. Offensive linemen can become more aggressive at that point. I would expect the trend to continue, however. I'm expecting Long and Quinn to reach double-digit sacks.
Defensive end Eugene Sims played 25 percent of the Rams' defensive snaps last season. Look for that number to rise in 2012. The Rams' new staff likes his athleticism.
Jason Smith needs to become more patient as a pass protector at right tackle. He too frequently wants to bury the opponent. That's not necessary in pass protection. It's dangerous, in fact. Line coach Paul Boudreau went into the archives to produce a highlight reel showing former Rams great Orlando Pace letting opposing rushers come to him. Smith lacks Pace's talent, but if he can emulate Pace's patience, the Rams will have a better chance keeping Bradford upright.
"Gee-zee" would be rookie kicker Greg Zuerlein. Some are calling him "Greg the Leg" as well, and for good reason. Zuerlein has been powering through field goal tries from the 60-yard range. He made 23 of 24 attempts at Missouri Western State last season, including all nine tries from 50-plus yards. We'll see how it translates to the NFL. For now, though, the Rams aren't missing veteran Josh Brown.
The Rams have the youngest roster in the NFL, including the youngest specialists. They could be counting on a rookie, Johnny Hekker, to punt away from Patrick Peterson. That sounds risky, and it is, but the results can only get better. Peterson returned two for touchdowns against the Rams last season.