I think it all starts from the top. We have a coach who has viewed this game as more of a nuisance than a rivalry game. As long as he sees this game as "just another game"...it's going to be difficult to win. Whether anyone wants to believe it or not (especially coach) it IS a rivalry and it IS extremely important to win every year. Maybe it has nothing to do with conference championships but there are other important milestones to accomplish outside of conference and tourneys. This is one of them...and perhaps the ONLY other important game every year outside of conference and tourneys.
It's important to the fans which should make it important to the coach. Half of me believes coach is just hedging in pressers in the case of a loss. That is not the way to go about winning. Tell the fans it's important and tell them it's embarrassing when we lose. The players all know it's important no matter how much the coach downplays the game. It creates a disconnect between the fans, the players and the coach.
It's time for the coach to change the narrative and there are no more excuses. Almost every year this game is highlighted by national press as one of the most intense rivalries in the game. I think it's time our coach embraces that fact and gets into the hype. Either that or the players have to take it on themselves to consider this a must win game. It may never be a must win to get in the dance but it's ALWAYS a must win for the fans in the city (or across the nation) of each team.