On draft night 2013, the Sixers front office made clear their intention to overhaul the roster to plan for the future. This meant that the team was likely to struggle in the near term as the building process took shape. Philadelphia fans can see through hype, so an overly hopeful, win-now marketing message would not resonate, nor would appeals to nostalgia or campaigns centered around players who might not be here very long. We knew that during the building process a bright future would seem tantalizingly close some nights, at other times years away. The need was to enroll the fan base in the journey, communicate a shared sense of purpose and ensure the operations team could do business even as the on-court product was likely to suffer in the short-term.