From a drafting philosophy aspect (removed from Brown), has anyone really found this to be true? IMO, in recent history, this has not been the case. From what i can see, effort/intensity is something like a player's physical assertiveness/willingness; it's either there or it'll generally plague a player throughout their career.
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I think it's like anything else. More often than not, the player can't overcome weaknesses that exist at the time of the draft. That's why so many prospects fail to develop to their potential. Something holds them back.
There's a reason why it's hard to project 18 year olds. Inconsistency is usually the norm. Players mature and become more consistent. It's even harder to project really tall players because many of them are lanky to start with and the rest of their game is still trying to catch up. Usually, a gentle giant is going to be a gentle giant, although some big guys just need to figure things out.
The fact is people expect big skilled forwards to dominate physically, but more often than not they don't. For example, Joe Colbourne (who almost played his way out of the NHL) and Antropov never really got over their physical intensity/consistency weakness. Guys like Blake Wheeler and Ryan Johansen aren't physically consistent but they are perfect examples of big guys drafted for tools who, for the most part, reached their potential.
In the end, you got to want it and things can change. Wellwood got into shape for a few seasons and morphed into a good 3rd line C who was solid defensively. Who would have thought that? Who would have thought Gilbert Brule would quit hockey?
i feel like effort/consistency gets criticized when a lot of times the player probably just doesnt have the wherewithal/iq to make the decision to apply effort/intensity effectively
I don't think so. Take small skilled players. A common criticism is that they aren't willing to go to the dirty areas. It has nothing to do with IQ. A lot of players in juniors get away with having one outstanding attribute whether it's their size, their speed, or their skill. They either don't exert themselves in winning battles or they have trouble doing so. For example, Baertschi was criticised by some scouts for his compete level. It wasn't always there. We see that that has translated to his pro game. When his effort level wanes he sucks. But when he is physically engaged he's good. Patrick Kane once had the reputation that you can take him out of the game by hitting him early. Shinkaruk was criticized for his inability to win puck battles. Effort or ability?
I think hockey IQ is probably the least contributing factor to effort/intensity. A guy like Jason Allison could look like he's not expending effort or lacking intensity because he's too slow.