He's both, he understands the importance of packaging and message more than any other coach we've had in any sport. Luckily he's been able to transcend the midwesterner fake humility bullshit. He's genuinely enthusiastic and he's savvy enough to know that letting people see his true self, is a strength for him. When he loses a couple of games in a row, some people will throw it in his face, but they are to be ignored.
