He wants to win all, yes. He wants to be in the big 12 championship and win the conference title. What he does is in the off-season, he rewatches film and scouts the conference teams more than the non-con. He finds the best players and sets his offense and defense to best collect wins against the style that the big 12 plays. You put just a little more into those efforts. May explain why we have hung with Oklahoma for the last three years when in the past we would just get destroyed.
Too many people want to focus on game by game, that is not what is being said. It is saying our formations, offense, defense, recruiting, off-season work is set to win a big 12 conference; not to pull a Mac and focus on the one game. Mac gained that from Fry, Mac said that every coaches desk had a plaque that said beat state, so they could see it day in and day out that that was key number one. Our coaches don't have that (last I knew or saw).