Thanks, all.
Between 1972-1986 the Packers never won more than half their games in any one season. They were outscored by opponents in 14 of 16 seasons. It looked grim.
If I had to explain why they started to turn it around it was probably a combination of the following...
1. Youth. They built through the draft. As a small town club, they could not compete with the big boys for free-agents, so they developed from within. It took several years but it paid off.
2. Just a couple key trades (transfers) in key areas to fill a hole that they could not fill with youth. And when they did those trades, they tried to get the best available, blowing their budget on just one key player. But the player was always a no brainer. No risk.
3. Developed a pride/mythos around the club and turned what many thought of as a negative (small town no one wanted to go to) as a positive. This build upon itself over the years. We became "more than a club."
4. Emphasized, even when we stank, that we were one of the original teams, created in 1921, even before the NFL existed. The old stadium, ugly uniforms, etc... all became part of the lore.
5. We became a lot of people's second-favorite club because of #3 and #4 and this made us popular underdogs for years. Now that we are a big club once again, that has gone away, but it carried us for years. We are respected by almost everyone and hated by almost no one.
6. Incremental, but consistent improvement in the stadium. Little things like better seats, one section at a time and other small things really added up over the years because they never took a break from making the fan experience better.
I don't know how applicable this is to Nott's situation or in English football, and it took a decade to get it done. But eventually it worked!