I wasn't at the fireside, but here's a broader report of the cougar club luncheon, from my imperfect memory.
Bronco emphasized how the mission of BYU football is always to win, but in addition as an institution of the church, it also has the mission of bringing positive exposure to BYU and the church. He said more people watched the OM and UT games than have watched all our other games in 6 yrs as head coach. And the people at the two games were also favorably impressed. And that texts and emails have increased tenfold this year, providing an indication of just how much more BYU is on the radar.
He also talked about how the whole church building in MS was completely full for the fireside, everyone hanging on every word.
He emphasized that they are going all out, all the time. If you turned him upside down and shook him to see if there was an unexpended effort that would fall out, there wouldn't be any. After returning from the Texas game, he slept until 4 pm Sunday.
In the moment he forgot standard church building terms like foyer, chapel, and stand, and joked "I really do go to church!"
For exposure, he felt the OM and UT games were more important than the Utah game, but he knows that the road to an NC game requires winning the state of Utah. Again, they are giving maximum effort every week. He chastized those that made something personal of the Utah game. He asked someone, why is this game more important than others. That guy said, "it's right from wrong". Most of us laughed, but not Bronco.
As I said above, I came way from the luncheon impressed with the clarity of Coach Mendenhalls' vision, and his devotion to doing things right and well.