In my experience, a lot of times coaches assume that players know how to be hard chargers and so when they exhibit something less, these players are somehow labeled as lazy or players who "don't want it." As hard as it might be to believe, some players need to be shown the way and have it explained what constitutes being a "hard charger." I know, I had to do that myself when I came to my present school.
Losing begets losing and winning begets winning. You have to change the mindset of a team and sometimes, even a school. Winners do certain things at all times where as losers actually practice being losers. In order to win, you have to have "hard chargers." In order to have "hard chargers," the coach has to lead by example. In order for the coach to lead by example, they have to know the difference between building a team and building a program. JMHO!