The slogan is closely tied to the message associate coach Kirk Muller delivered to the youngsters on Wednesday morning, when he addressed them for approximately 30 minutes in the Canadiens' video room.
"There's nothing more that I want to see than you guys develop and grow in the right direction and take advantage of the opportunity that you're going to get. The facilities here are second-to-none, along with the trainers, the doctors, the coaches and the development coaches. They're all here for you guys. We're here because we want you guys to succeed and we want you guys to carry on the tradition of being a Montreal Canadien," said Muller. "When camp's over, we want you to walk out going - 'That's not good enough. What they ingrained in me in those few days of camp means I get it as far as what it takes to be not only a person that makes the NHL, but I want to be a champion and I want to represent the Montreal Canadiens.'"
The 19-year NHL veteran and six-time All-Star spent some time touching upon the Canadiens' Stanley Cup triumph in 1993, beginning that portion of his talk by telling those in attendance about the commitment players had made to one another in training camp, long before they hoisted the precious trophy the following June.
"This little card right here, I still have it. In 1993, we came together as a team. We came together and we had a coach that said - "Guys, we're on a mission. We are making a team commitment in 1993." And, we put our number on it. It started off with a culture of believing that if you do stuff together and you make a commitment, you don't know what's going to happen," described Muller. "What I saw [back then] and like many of you on championship teams [have seen], is the commitment and that there are no shortcuts."