(4) We don’t have an “offensive identity” yet. I’m not sure what this phrase means—it’s vague. If it means “we don’t run this offense well yet”, then (a) that’s something else entirely and (b) we can talk about why.
If it means “the plays we called are bad because they didn’t work”, then I don’t know what to make of the comment at all. I think the answer to that is back in (2).
If it means that we “can’t impose our will on the other team” or “we don’t have a rhythm” and “we’re losing momentum”, those are the phrases I heard from coaches that were always just gibberish to me.
I know that coaches talk to reporters about “offensive identity”, but coaches say a lot of meaningless stuff to reporters.
I think an offensive identity is how what you do ties to who you are.
Dupont's business identity was chemistry and innovation. New products were on identity for them, and fighting it out with Dow on commodity chemicals was not.
Leonard Cohen's vocal identity was a deep, gravelly voice. Singing 16 tons would be on identity for him. Singing respect would not be.
Our offensive identity is how our plays align with who our players are and what GT is.
Big, burly, and strong is an offensive identity (see Alabama). Quick and innovative is an identity (see Oregon). Great arms and great receivers is an identity. All of those are linked not just to a play book but to the people who go to those schools and the history and recruiting strengths of those programs.
A lot of folks are apprehensive because the hype might suggest, with a cynical interpretation, that we intend to stop innovating and do what most other people try to do. That's discordant with Tech's identity for a bunch of historical and cultural reasons.
I think it's way too early to judge because I still don't see clear evidence of what kind of plays we want to make on offense. It may even be a year or two before we have an answer to that.
But one way or the other, if you want to change a culture questions about identity are close behind.