New Texas coach Charlie Strong wasted no time delivering fans a bit of the honesty he demands from his players.

Way back in April, on the first stop of a statewide introductory tour, Strong told Longhorns fans Texas "will not be in the national championship game."

Talk about a culture change. Strong promised one and he plans to deliver. Until Texas sheds its entitlement image — even after four years of mediocre football — it can't expect to play for any kind of trophies.

Strong was hired from Louisville after Mack Brown's teams failed to win the Big 12 the last four seasons.

He has a lot to sort out, the first of which is keeping quarterback David Ash healthy after missing most of last season with concussion symptoms.