Toward the development of Oklahoma State's youthful core.
Toward the hopeful return of Jéan-Paul Olukemi and Darrell Williams off the shelf.
Toward the additions of recruits Marcus Smart, Phil Forte and Kamari Murphy and whoever Ford and his staff fit into the fold.
That doesn't mean Ford is surrendering on this season, or the team's one senior, Keiton Page.
Far from it.
After Saturday's home loss to Kansas State, Ford saluted a strong crowd of 9,000 or so.
And he implored OSU followers to keep the support coming, for the kids, but also for Page.
“I can't tell you how many people,” Ford said, “as I was walking out of the gym and they were walking out, saying ‘Hey, we are behind you. Travis, we are behind you. Tell the team.'
“We really appreciate it. That means a lot because if there is any reason to come watch these guys play, the future is good. These guys are giving it everything they have got. They are playing extremely hard. We are playing good defense. We are the youngest team in America, somebody told me yesterday. Our kids are getting after it.
“If you need another reason to come (watch us) play, come watch one of the greatest players to ever play at Oklahoma State in Keiton Page, period.”
This can't be how Page envisioned his final season.
Without Olukemi and Williams to shoulder some of the load, and with Fred Gulley and Reger Dowell bailing midseason, Page is left to usher along OSU's next wave.
The lone senior, he's regularly thrust in the role of Lone Ranger with the burdensome task of carrying the offense.
“For what he has done for us and what he does night in and night out, there is not a better player for what he is doing,” Ford said.
Kansas State slowed Page Saturday, one of the key's in the Wildcats' 66-58 win. Yet afterward, K-State coach Frank Martin couldn't contain his appreciation for the Cowboys guard.
“Keiton Page is one of my favorite all-time players in my 27 years of basketball,” Martin said. “I said the other day that he might be the smallest player in the Big 12 by stature, but he's got by far the biggest heart of any guy I've seen in the Big 12.”
Not everybody views Page the same way. Some pick at his height, or lack of it at 5-foot-8, and the limitations that brings.
Ford, like Martin, sees the big heart and the exemplary attitude and the unselfishness, with Page averaging more minutes than any player in the Big 12.
“I just don't grasp why he does not get the respect that he deserves out there on the court night in and night out, and I am tired of it,” Ford said. “I am sick of it.
“It's getting to be ... This kid is giving it everything that he has got. And he can't even walk the next day. For him, I just don't think he gets the respect he deserves on that court and I have voiced about it. I just don't get it. I don't get it.
“But, fans, I hope they continue to come … I hope they return to watch this young basketball team and support Keiton Page.”