Dallas can mirror Seattle's Super Bowl success. Discover three strategic blueprint steals, from roster building to defensive philosophy, for ultimate contention.
FRISCO - It’s long been said that the NFL is “a copycat league,’’ a concept that generally applies to playbook design.
But in the case of the Dallas Cowboys - who just watched the Seattle Seahawks crush the New England Patriots, 29-13, in the Super Bowl?
I contend that Dallas’ “copying’’ should be about organizational philosophy … and that it can be done with three blueprint steals. To wit …
COPYCAT 1: USE ALL FIVE ROSTER-BUILDING TOOLS - I often write about the “five tools’’: the NFL Draft, “sign-our-own’’ free agency, “scrap-heap’’ free agency, trades and “big-money-outside’’ free agency.
To Dallas’ credit, this is a franchise that generally does four of those things well.
The drafts (outside of the Mazi Smith/Luke Schoonmaker double-error of 2023) are fine. The “sign-our-own’’ usually happens and also pays off (again, there are exceptions, like Trevon Diggs staying and Micah Parsons going). “Scrap-heap’’ free agency was the path toward guys like Jadeveon Clowney and Javonte Williams, so thumbs-up there.
And trades? Rarely an issue here in terms of activity, with 2025 proof including George Pickens, Kenny Clark and Quinnen Williams.
What don’t the Cowboys do? “Big-money-outside’’ free agency, of course … and that means they’re using just four fists to fight against five-fisted teams. …
Like the Seahawks.
This title team was assembled by using all of the tools. … including free agency, where QB Sam Darnold got a three-year, $100.5 million deal and where long-time Cowboy Demarcus Lawrence signed a three-year, $32.5 million contract.
They’ve also drafted young stars like Jaxon Smith-Njigba, Kenneth Walker III and Devon Witherspoon. And they’ve “signed their own’’ in the O-line with Charles Cross and Abraham Lucas. And they traded for veteran standouts Leonard Williams and Ernest Jones IV.
But the Seattle-to-Dallas difference? As a whole, the Seahawks spent $243 million in 2025 free agency, the third-most among NFL teams. The Cowboys ranked 20th by spending $128 million.
The difference is clear. So are the results.
“We’re a draft-and-develop team,’’ the Cowboys like to say … and it’s a copout. Every team is a “draft-and-develop team.’’ But how does one get over the top?
By using all five roster-building tools.
COPYCAT 2: ‘DEFENSE WINS CHAMPIONSHIPS’ - I hate the cliche; in this Super Bowl, Walker rushed for 135 yards to win the MVP … so offense won the championship as well.
But as it relates to Dallas? When in doubt, the Cowboys seem to lean toward spending assets on offense. In recent years they’ve employed the highest-paid QB ever (Dak Prescott) along with the highest-paid or near-highest paid guys at receiver (CeeDee Lamb), at guard (Zack Martin and Tyler Smith), at tight end (Jake Ferguson), at tackle (Tyron Smith) and at running back (Ezekiel Elliott).
Maybe as a result, the Cowboys offense in the Dak Era - under three different head coaches - is perennially highly-ranked. … and you are aware of where the Dallas defense ranks. (That would be last in the NFL).
The Cowboys may be in the process of changing all of this, with three defensive tackles (Quinnen Williams, Osa Odighizuwa and Kenny Clark) all due big paychecks. But again, note the Seattle spending and moves … and note that they ranked as the No. 1 defense in the NFL.
Let’s monitor this, as Dallas maybe moves to fight the reputation that this is a “soft and glitzy’’ roster overloaded with pricy “glamour guys.’’
COPYCAT 3: LET THE PR COME TO YOU - The top three teams written about and talked about during Super Bowl Week, in reverse order: 3) Seahawks, 2) Patriots, 1) Cowboys.
I know Jerry Jones loves this. I know you hate it. And the Cowboys owner should know why: Based on what Cowboys ownership and management has built over the course of 60 years, “America’s Team’’ is a PR juggernaut.
Congratulations.
But compare Dallas’ approach in that arena to Seattle’s.
How many NFL fans even know the name of the Seahawks owner? (The Seahawks are owned by the Paul G. Allen Trust, the estate of late Microsoft co-founder Paul Allen run by his sister, Jody Allen. Oh, and the franchise is for sale.)
How many NFL fans (and sportswriters!) know for sure how to spell head coach Mike Macdonald’s last name? (That’s how. I think.)
The Seahawks play in the most remote NFL region in the continental U.S. in the country’s 18th-largest city.
And yet … they’ll now sell plenty of tickets and T-shirts.
The Cowboys shouldn’t need to spend Super Bowl Week “pushing the brand.’’ And maybe if Jerry’s organization quit doing that, for the first time in 30 years, maybe the Cowboys could spend Super Bowl Week preparing to play in a game.