Walsh concocted the West Coast offense in the early '70s, when he was an assistant for Paul Brown's Cincinnati Bengals. Brown came to him one day and told him he wanted a little more motion and creativity in the Bengals' offense. When he became the 49ers' head coach in 1979, he taught the West Coast offense to his coaching pupils, and they later taught it to theirs. Now, there is a new offensive genius in the NFL, and his name is Mike Martz. Dink and dunk is out.
Verticality is in.
What I'm saying is that you have to expand it. It's like the Wishbone. If you think you can just run the Wishbone, you're crazy. Because teams adjust to it. But you can't make a living running that style of offense anymore.