I basically agree, and the principal he seems to be getting at is that you've got two ways to go (Assuming you're not just a bonkers dominating team already):
A) Competent Winner - The team isn't always winning in an exciting or aesthetically pleasing fashion, but it is winning. You may be doing it on the ground and on defense for the most part, but the team is functioning consistently, has an established method for winning, and delivers wins, using that method. The three phases work in concert, producing what is necessary to win 60 to 80 percent of games. Prototype: Bengals.
In this scenario, the team is not always fun to watch, but delivers entertainment/satisfaction to the fanbase by winning.
B) Roller Coaster - The team may or may not have success, and that success may not last, or may prove ultimately empty, but man, there's something about this team that is just easy to love and root for. From their charismatic players and leaders to their creative gameplans and playbook, there's not often a dull moment. Young players flash potential, and sometimes prolonged excellence. Impact plays come often and are emphasized. The offense is smooth and swift and daring, capable of burning gloriously, and every once in a while going off in historic fashion. The defense and special teams will create turnovers, but often give up crucial plays that make every game a nail-biter. While they often shoot themselves in the foot, the stylish and creative football they play makes not rooting for them impossible. Prototype: Raiders, Chargers, Cowboys (Imagine the raiders and cowboys with a few more losses in those close games, to really fit the vision)
In this scenario, the team is fun to watch, entertaining and endearing to the fanbase despite an aggravating inability to put it all together.
How I interpret his remarks is that--with the goal being to build, encourage, and empower a fanbase that feels confident, prideful, and invested in the team--the team needs to reach one of these places. As constructed, it would seem to imply either using the current plan to establish the Rams as a Competent Winner, or turning the ideology on its head, going with Goff and freeing up the team's playmakers to become a Roller Coaster team. While this current team's fortunes do tend to go up and down unpredictably, they are hell to watch for any but the already invested who will watch anything because it's a part of us. The current way the Rams are going, they seem to want to be A, a Competent Winner, but are not achieving success. So he's suggesting the Rams need to get more entertaining, and put the kid in, and let him sling it, and make the game exciting for the fanbase.
At the end of the day, a large percentage of the team's fans will be casual fans. They want to be entertained, they want to enjoy the narratives, and don't want to attach their fandom to a team incapable of telling them good stories. Boring strategies coupled with incessant mediocrity are going to stifle and squander the opportunities this team's already somewhat shriveled fanbase has at blossoming. I don't want to see that happen, and take what he's saying pretty seriously.
Maybe too seriously. Didn't mean to write that much.
In short, what he's saying makes sense, and sports ARE entertainment, to a very large percentage of the audience, and that's also okay. And if the team hopes to be what it has the potential to be in the LA Market, it needs to embrace this, rather than resist it.