The coach’s bake that proved finals are not just another game

September 10, 2026 — 11:00am

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Twenty-five years ago this week, in the lead-up the 2001 qualifying final between my Tigers and the all-conquering Essendon team, the message was consistent and simple.

“It’s just another game.”

We hadn’t played in finals for six years and our coach Danny Frawley had only played two elimination finals, so he handed over to his trusted assistant Darren Crocker, who had played many finals and multiple grand finals, to sell the message.

We met in the old social club to change things up from the usual Graeme Richmond Room in the football department.

We went with the “embrace the week” model, and Crock told us that, while the game would be a bit quicker and there would be a big crowd, there were still four posts at each end of the ground and a footy to win in the middle of the ground. A solid plan.

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It was Mike Tyson who said everyone has a plan until they get punched in the mouth.

At the opening centre bounce Damien Hardwick walked past me and let me know a few things........

© Brisbane Times