He said it in Week One when asked about preparing for Trevor Siemian, who was taking over for future Hall of Fame quarterback Peyton Manning in Denver.
He said it in Week Two when asked about Chip Kelly's move from Philadelphia to San Francisco.
So of course Carolina Panthers coach Ron Rivera was going to use the phrase again when asked about facing a Minnesota Vikings team that won't be bringing All-World running back Adrian Peterson to Charlotte this weekend.
"We're preparing for what they do and not who is doing it," Rivera said Wednesday, echoing the line he learned from his former coach, Buddy Ryan.
With Peterson set to undergo surgery on the torn meniscus he suffered Sunday night against the Packers, the Vikings' 32nd-ranked rushing attack is now in the hands of Jerick McKinnon and Matt Asiata. But the Panthers have rusher woes as well.
Starter Jonathan Stewart, who strained his hamstring in Sunday's win over the 49ers, won't play, and there's no timetable for his return.
"It could be two weeks, three weeks, four weeks," Rivera said.
Like they did when Stewart missed the final three regular-season games of 2015, the Panthers are expected elevate Cameron Artis-Payne into a starting role. He hasn't even been active the first two weeks, but the second-year back doesn't make much of the fact that his last carry came in the Divisional Round against the Seahawks.
"My confidence is through the roof. I'm not really worried about that part," Artis-Payne said.
"You just have to be ready each and every week. That's what the coaching staff preaches. You never know when it's going to happen."
Like it happened last week to Fozzy Whittaker, whose relief appearance included his first 100-yard rushing game since he was in high school. But since the Panthers see Whittaker as more of a change-of-pace guy, he'll remain in the role of an unselfish backup.
"I can’t wait to see (Artis-Payne) finally be active in his first game this year," Whittaker said. "I know he’s going to take every opportunity to take advantage of it, the same way that I did. He’s just as hungry."
During his three games filling in for Stewart last year, Artis-Payne totaled 38 touches for 210 yards and a touchdown. Those aren't eye-popping numbers, but they showed some potential. Eight months later comes another chance to show more.
"It's always another step in the journey," said Artis-Payne, who majored in philosophy at Auburn. "Whether it's year two or year ten, you're always learning something different."