The NFL has changed. Rebuilding is a word (which I use and shouldn't really) that is dead and buried in the NFL. Every team is on a 1 year plan for the most part. The days of giving a coach or GM 3 to 4 years are over with.
I agree with half of that.
Coaches/GMs still get a couple of years to build a team. So I disagree with you there.
But you can't use the word. At the begining of the season you can't say, "we see this as a build/rebuild year" cause you are implying you have already decided you ain't making a run for the playoffs. That is loser talk.
End of the season you might say, "we had a rebuilding year, and expect to do better next year" But you never talk about the future as rebuilding.