TRY TELLING one of the 16 AFL coaches that it's not whether you win or lose, but how you play the game that matters and you're likely to get a cold shoulder (or worse).

But for hundreds of thousands of Toyota AFL Dream Team mentors, the old adage couldn't be more apt.

Results are next to meaningless in a world where every kick, handpass and tackle is ruthlessly scrutinised.

And that's why DT coaches fielding Lions youngster Tom Rockliff are laughing, despite his side's woeful form, and those with Brad Sewell are cursing their recruiting even though the Hawks have won seven on the trot.

With a 99-point game against Carlton, Rockliff ($355,600) has moved up to second in the most improved player list, trailing only Fremantle's Michael Barlow, whose stunning season ended in shocking fashion with a 111-point effort and a broken leg against Port Adelaide.

It's feasible that Rockliff could yet unseat Barlow as 2010's biggest improver but he's still got to make up almost $100,000 in value - and Barlow's not going to get any cheaper.

In contrast, Sewell has struggled in 2010 after a fractured cheekbone interrupted his preparation. A drop in value of more than $155,000 ranks him third on the biggest loser table.

Curiously, Sewell has produced three of his four least-productive games in the past three weeks but the Hawks have never looked better. There's something to be said for playing one's role for the team, but it doesn't wash in the world of Dream.

As the season progresses, the pedigreed youngsters are showing their true value and round 14 was no exception.

The No.3 pick at the 2009 NAB AFL Draft, Richmond's Dustin Martin ($296,700), produced a 96-point game against the Swans on Sunday, taking his rise in the past month to $60,000.

Similarly, No. 2 pick Jack Trengove ($302,600) racked up 113 points for Melbourne against St Kilda. Both Martin and Trengove lie just outside the top 10 improvers and with more experience, coaches can expect their consistency to improve.

At the other end of the form spectrum, it was business as usual with only a few minor changes - Chad Cornes dropped out of the top five, to be replaced by Sewell.

Leon Davis remains atop the biggest losers' list, although he showed some signs of a form revival with 83 points against the dire West Coast Eagles on Saturday night.

The most notable newcomer is Sydney Swan Adam Goodes, who is struggling to carry his side's attack in his first year as a permanent centre half-forward without the support of Daniel Bradshaw.

Despite a 95-point game against Richmond, Goodes has dropped $108,500 to enter the top 10 biggest losers for 2010.

However, the fact that he still averages over 86 points per game this season goes to show the high standards that the dual Brownlow Medallist has set over the past decade.

Top 10 improvers
1. Michael Barlow (Fre) $454,600 (+$348,800)
2. Tom Rockliff (BL) $355,600 (+$254,500)
3. Beau Waters (WCE) $405,700 (+$252,900)
4. James Podsiadly (Geel) $326,800 (+$249,000)
5. Matt Maguire (BL) $286,600 (+$184,900)
6. Ryan Bastinac (NM) $265,100 (+$175,600)
7. Chris Schmidt (Adel) $268,900 (+$174,400)
8. Nathan Fyfe (Fre) $261,200 (+$171,700)
9. Ben Howlett (Ess) $249,100 (+$171,300)
10. Mitch Duncan (Geel) $257,400 (+$167,900)

Top 10 losers
1. Leon Davis (Coll) $236,500 (-$198,900)
2. Brendan Fevola (BL) $228,700 (-$164,600)
3. Brad Sewell (Haw) $291,000 (-$155,100)
4. Richard Tambling (Rich) $246,000 (-$144,200)
5. Josh Fraser (Coll) $246,500 (-$139,300)
6. Chad Cornes (PA) $246,100 (-$137,200)
7. Dean Cox (WCE) $351,500 (-$120,000)
8. Chance Bateman (Haw) $263,400 (-$112,700)
9. Jonathan Brown (BL) $305,500 (-$110,300)
10. Adam Goodes (Syd) $326,300 (-$108,500)