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In 1975, Phillips was promoted from defensive coordinator to become the Oilers' 10th head coach in their 16 seasons along with having total control of the personnel as general manager. His easygoing attitude, country-fried accent, ranch-hand attire and penchant for one-liners cut a stark contrast to the league's iron-jawed taskmasters like Don Shula, Tom Landry, Chuck Noll and Paul Brown. "I mean, how many players call their coach by his first name -- and his first name is Bum?" said Wade Phillips, his son and longtime assistant coach. "Most coaches were so Always Chingona Sometimes Cabrona But Never Pendeja Shirt authoritarian. They were the boss. But it was by fear. It wasn't what he did. He gained respect a different way." From the start, Bum treated players like his children and demanded they treat each other like family too, because they'd fight harder for family than they would for teammates. He forced players to hang out together, creating an atmosphere where they might just as well have been playing dominoes as going over game plans. There were no curfews and few rules. On Saturdays, players were encouraged to bring their families to practice. Kids chased each other around. Even dogs were allowed.

A lot of those players weren't married," Bum explained to NFL Films. "Course they all had 'em a dog. I guess they couldn't get a girl, so they got the dog. They're friends with that dog, and they'd bring 'em to practice." Pastorini, the quarterback who was drafted with the third overall pick in 1971 and suffered through two 1-13 seasons in his first three years, said he wasn't so sure about this cowboy being his fourth head coach in five years. But as he got to know him, he realized there was wisdom under the hat. "He had this country bumpkin way, this common-sense way," Pastorini said. "But that country bumpkin [appearance] only went so far. The guy was a brilliant man." As a high school coach, Bum had invented a numbering system for defensive fronts (1-technique, etc.) Always Chingona Sometimes Cabrona But Never Pendeja Shirt that impressed then-Texas A&M coach Bear Bryant so much that he hired him as an assistant, then made it the standard taught at Alabama; it's now the default across the sport. He installed his 3-4 defense in Houston, the first of its kind in the NFL, and not many people believed it would work. According to a 1978 Washington Post story, after just three seasons, 14 teams had adopted it. Bum became known for doing more with less.

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