Read this on Wikipedia:
Keep Chopping Wood
It was intended to indicate how they were to slowly whittle away the huge obstacle in the way of improving the team. While most of the team was out for practice, punter Chris Hanson took a swing, missed the stump and seriously injured his non kicking foot. Hanson missed the remainder of the 2003 season, being replaced by Mark Royals.[9]
lol
That's worse than Dave Campo's stupid time clock idea. It pissed everyone off and made everyone feel stupid (you could tell as they were all clocking in), but at least no one got hurt.