As with most areas of sales...recruiting is a sale...it becomes a matter of trust. Recruiting involves the parents as much as the player. The player wants a clear path to the NFL. The parent wants their child to be safe, cared for, and to get an education that can sustain them beyond football. Despite Gus’ stiffness with the media, he apparently, has the ability to connect on a personal player well being level. That level of caring resonates with the recruit and the parents. Regardless of on field results, that level of trust is the high card.