One of the Dallas Cowboys fans who spoke with Jerry Jones during a Wednesday conference call, asked the team’s owner and general manager what Cowboys fans should be excited about in 2013.

Jones’ marketing savvy immediately kicked in and he spent the next couple of minutes explaining the three things that he views as “dramatic changes” to the franchise.

Here they are in the order that Jones rattled them off.

1.) Hiring Monte Kiffin as defensive coordinator and switching back to a 4-3 scheme.

“This change we made on defense will allow younger guys to play earlier,” Jones said. “It’s simpler. It relies on the skills of our defensive players. We really didn’t have a lot of adjusting to do. I’m real excited about what we’re going to do defensively. I think we will cut back on the big plays against us.”

2.) Hiring Rich Bisaccia as special teams coordinator.

“I think we have really improved in that we have someone who is not only a special teams coach that understands how [the players] got to play either their offensive or defensive positions, but those coaches are really coordinating with him to get guys that will play special teams,” Jones said. “For instance, you can’t have a third running back that’s not an excellent special teams player. You need your backup linebackers to be special teams players. I think we’re going to have very significant improvement.”