Coaches inherently weigh their words carefully, recognizing the profound impact they can have on players, fans, management, and colleagues across the league. They’re aware that their words carry weight.

Following NHL games, there’s typically a cooling-off period for coaches to compose themselves, gather their thoughts, and possibly seek counsel from their PR team before facing the media. So it was surprising for many when, after a disappointing loss to the Rangers in New York, Leafs coach Sheldon Keefe employed two uncommon descriptors for his team: “soft” and “purposeless.”

The moment these words left his mouth, they resonated starkly, standing out prominently and independently from the rest of his statement.