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The bit that you're referencing is the author's take which followed a direct quote from Scott saying the following,

"We've reset our football club over two years, and we want to show that we've got a stable base from which to build." Although Scott has dramatically "reset" the club since he took over as coach at the end of 2022, he believes Essendon can contend this year."

When he does talk about competing he does so in reference to the competition being so even and how every team bar the few at the bottom could hope to make finals if a couple results swing either way.

Your words however were "compete for the flag" and he never said that. Simple as.