James Earnest Mora (born May 24, 1935) is a former American football coach who was the head coach of the New Orleans Saints and Indianapolis Colts of the National Football League (NFL).
His tenure with the Saints spanned eleven seasons and he coached the Colts for four seasons.
Mora also coached the Philadelphia/Baltimore Stars of the United States Football League (USFL) during its three years of existence and led the team to all three championship games, winning two.
As an NFL head coach, he was known for turning the Saints and the Colts—two consistently losing franchises—into perennial postseason contenders.
However, his reputation was affected by his lack of success in the NFL playoffs and impassioned postgame tirades and press conferences, including his oft-quoted "Coulda, Woulda, Shoulda," "You Will Never Know," "We didn't do Diddly Poo," and "Playoffs?, Playoffs?" impassioned rants.
In contrast to his league titles in the USFL, Mora never won a postseason NFL game.
He is second to Marvin Lewis for the NFL record for career regular-season wins (125) without a playoff victory.
His son Jim L.
Mora is a former NFL head coach and former head coach at UCLA.