Quotes can be misinterpreted and taken, and repeated, out of context.

Winning a championship is absolutely a goal for many involved with an NFL franchise. That a given. Only one franchise per year will achieve that goal, therefore every franchise has to have other goals that are far more achievable. Players and coaches alike commonly state their primary goal as winning the division and making the playoffs. Then their goal becomes advancing to the conference championship. Then winning that championship and making it to the big game. Without achieving each of those individual goals the ultimate goal of winning it all is impossible.