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The origin of the formula is from Mike_Singletary

"But right now, we've got to figure out the formula. Our formula.

Our formula is this: We go out, we hit people in the mouth, number one.

Number two: We are not a charity. We cannot give them the game."


Mike Singletary's first press conference as 49ers Head Coach

The "hitting people in the mouth" might be related to the concept of a "smashmouth offense" which is an offensive system that relies on a strong running game, where most of the plays run by the offense are handoffs to the fullback or tailback.

A full transcript is here :