Cowboys Search for a New Identity as Kingsbury Reflects on Struggles

The Dallas Cowboys find themselves at a crossroads, grappling with a disappointing season and questions swirling about their future direction. For head coach Kliff Kingsbury, the weight of these questions feels particularly personal. Reflecting on his own struggles as a head coach, Kingsbury recently made a striking comment about his tenure in the NFL—one that has resonated deeply within the Cowboys’ fan base and media circles alike.

In an honest and candid interview, Kingsbury, known for his offensive mind and once-promising career trajectory, described the feeling of being “sent off to die.” He wasn’t referring to his current position with Dallas but to his former role as the head coach of the Arizona Cardinals, where his tenure ended unceremoniously after just four seasons. That statement, though directed at his personal career, also seems to mirror the Cowboys’ broader struggles as they search for an identity and a championship-caliber squad.

The Cowboys’ Predicament

The Dallas Cowboys have long been a storied franchise, one with a passionate fan base and a rich history of success, especially in the 1990s. But despite this legacy, the franchise has often found itself stuck in mediocrity or worse in recent years. A team with talent at nearly every position, the Cowboys continue to fall short of their Super Bowl aspirations. Quarterback Dak Prescott’s inconsistency, combined with defensive lapses, coaching questions, and front-office decisions, has led to a sense of frustration and confusion among the Cowboys’ loyal supporters.

For the 2023-2024 season, expectations were high. The Cowboys had an elite defense led by the likes of Micah Parsons and a potent offense with Prescott and wide receiver CeeDee Lamb at the helm. However, despite these weapons, the team has struggled with inconsistency. At times, they’ve looked like legitimate contenders, while at others, they’ve fallen flat against inferior opponents. The struggles have led to mounting pressure on head coach Mike McCarthy, who replaced Jason Garrett as the team’s leader in 2020. With only one playoff victory to his name, McCarthy’s job security is now being questioned.

This sense of uncertainty and lack of direction is where Kingsbury’s recent comments come into play.

Kliff Kingsbury’s Journey

Kliff Kingsbury’s career in the NFL is one of promise unfulfilled. After a successful college coaching career at Texas Tech, where he mentored future NFL stars like Patrick Mahomes, Kingsbury was hired by the Arizona Cardinals in 2019. The Cardinals were a team in need of a new direction, and Kingsbury’s reputation for innovative offensive schemes made him a popular choice. His offense, built around quarterback Kyler Murray, was expected to revitalize a franchise that had long struggled to find consistent success.

In his first year, the Cardinals exceeded expectations, finishing with a 5-10-1 record but showing clear signs of improvement. The next season, Kingsbury led the team to an 8-8 record, which was another step in the right direction. However, despite flashes of brilliance, his final two seasons as head coach were marked by inconsistency and disappointing finishes.

The most crushing blow came in 2022 when the Cardinals started the season 7-0, only to collapse down the stretch, finishing 4-13. The loss of key players like Murray to injury didn’t help, but Kingsbury’s inability to make in-game adjustments and maintain a competitive edge led to his firing after the season. It was a brutal and quick exit for a coach who had been brought in with high expectations.

Reflecting on that time in an interview this offseason, Kingsbury was brutally honest. “I felt like I was sent off to die,” he said. “There was no sense of support from the top. You’re left to handle everything yourself, and when things go south, you’re the first one to get the blame.”

It’s a comment that resonates deeply, not just with Kingsbury’s own experiences but with the Cowboys’ current plight. The NFL is a results-driven league, and coaches often find themselves under extreme pressure with little room for error. Kingsbury’s words hint at the very real emotional toll that comes with the job, as well as the sense of helplessness that can accompany being a head coach in a league that’s notorious for high turnover and low patience.

Searching for a New Identity

For the Cowboys, the search for an identity has become increasingly urgent. McCarthy, despite his Super Bowl victory with the Green Bay Packers in 2011, has never been able to truly establish the Cowboys as consistent contenders in the NFC. After Garrett’s long tenure as head coach, McCarthy was expected to bring a fresh perspective and instill discipline and leadership. Yet, despite some success, the Cowboys have fallen short in the playoffs under McCarthy’s watch.

The 2023 season has felt like another example of missed opportunity. Prescott’s turnovers continue to be a major issue, particularly in big moments, and the defense, despite individual standout performances, has had lapses in crucial games. There have been flashes of brilliance, but they are often followed by frustrating mistakes that make fans wonder whether this is simply another “what could have been” season for the Cowboys.

Much like Kingsbury in Arizona, McCarthy finds himself under intense scrutiny. His playcalling and game management have been questioned throughout the year, especially after losses to teams like the New York Giants and Washington Commanders. The team’s failure to consistently execute in clutch moments has led many to wonder if McCarthy is the right man to lead this team to the promised land.

With the Cowboys’ roster filled with talent but lacking in direction, McCarthy’s position is precarious. However, the team’s management has been historically slow to make drastic changes, often preferring to give coaches more time than is typically afforded in today’s NFL.

Leadership in Crisis

As Kingsbury’s comments suggest, leadership during times of crisis can be a lonely and thankless task. Kingsbury has since moved on to a more advisory role within the NFL, joining a team in need of his expertise, but his experience with the Cardinals remains a cautionary tale. NFL head coaches are expected to be both strategists and leaders, and the pressure to perform can often overshadow the need for long-term development.

For the Cowboys, the challenge isn’t simply about finding the right coach or player; it’s about creating a culture of sustained excellence. The constant turnover in coaching staff, changes to the roster, and inability to develop a consistent identity have all contributed to the sense of frustration surrounding the franchise. The Cowboys have become a symbol of unfulfilled potential, where talent exists, but the pieces never seem to fit.

McCarthy has attempted to build a balanced team, one that relies on a top-tier defense while limiting Prescott’s mistakes on offense. However, the team’s failure to execute in critical moments has left the Cowboys feeling like a team that’s always on the cusp of greatness but never quite reaching it.

Much like Kingsbury’s experience in Arizona, McCarthy may soon find himself at the mercy of a fickle and impatient ownership group. The NFL is a “what have you done for me lately” league, and the pressure to win now is overwhelming. For McCarthy and the Cowboys, that pressure is only going to increase.

The Way Forward

If the Cowboys hope to end their decades-long championship drought, they must first find a way to get past the internal dysfunction that has plagued them for years. It’s not enough to have stars like Prescott and Parsons; the team needs to figure out how to consistently play at a high level under pressure. McCarthy’s ability to manage a locker room full of egos and develop a cohesive, disciplined team will be key moving forward.

For Kingsbury, while his NFL coaching career may have ended in disappointment, his experience could provide valuable lessons for future success. As the Cowboys look for answers, both the organization and its coach will need to dig deep to find the right formula—one that goes beyond individual talent and into the realm of team-building and sustainable success.

As the Cowboys’ season continues to unfold, the search for a new identity and a path to greatness remains their most pressing concern. Whether they will find the right leadership or fall victim to their own failings remains to be seen, but for now, the Cowboys continue their pursuit of redemption, hoping they can finally break free from their cycle of frustration and unfulfilled potential.