Its always from within the group.Players like Miller Greenwood and Collins have turned the culture around. Dew has has SFA to do with it.
Someone like Touk standing up after winning our best and fairest and saying stuff like “I love this club so much it’s a joke. I’m not going anywhere." is always going to do more for the guys he plays with than a coach could as far as culture is concerned.
I'd add Powell and Anderson to that group as well.