They are who we thought they were by Egantx7

Question 10

One word answer needed

Earlier in the day of 7 May 2002, Larry Brown had questioned one of his player's work ethic. Later, that player had an end of the year news conference, a depressing affair after a first round playoff exit as a follow up to making the NBA Finals the previous year. Reporter Phil Jasner was called out a bit toward the end of the rant, which according to one book was delivered while drunk. Identify the word which was used 24 times in the rant on that day (the 24 includes versions of the word), including to end the phrase How the hell can I make my teammates better by _____.