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I'd have a tendency to optimize the play to the personnel I have on the field probably 65-70% of the time. That doesn't mean you don't dress it up with motion and play-action and so forth and don't switch it up to keep the defense honest.
You have to pick the situations on switching it up that should still result in a net positive. If I have a 3rd and 2 and I'm aligned in 10 personnel with a lot of speed and a tendency to pass, that doesn't mean I shouldn't run it often from that package. You have to assume your WRs can block well enough to pick up 2 yards if you set the defense up that you'll pass from that form a majority of the time.
One thing Andy does a good job of is passing out of pass sets in a way that they are really like extended run plays with his shovel passes and such that keep a defense on their toes. Same goes with short passes out of run-heavy formations where you're still basically running it but are doing enough to keep defenders from just charging downhill. I'd like to think I'd at least want to implement similar options.
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