In his latest column - The Word from Hird - Essendon captain James Hird says coach Kevin Sheedy was well wthin his rights to ""bake"" the players after a lacklustre second half against Fremantle last Friday night. ""It was a timely reminder for us all that what we produced on Friday night won’t win you big games of football at the business end of the season,"" Hird writes. Read the Word from Hird.