1) Create myself at the WR position for the Raiders; no I don't give myself all 99's
2) Update the rosters myself because I don't want to wait a month for EA to do it.
3) Start franchise mode with the Raiders.
4) Play with the Raiders until I turn them into a dynasty (3 rings in close range of each other).
5) Start a new franchise with a lowly rated, created-team from Los Angeles. Play with them until I turn them into a dynasty.
By the time I've done all of that it's usually time for the next version of Madden to come out; rinse, repeast.
Every year your franchise should feel fresh since there is so much movement with players going to different teams, players progressing/regressing, players being drafted, teams relocating, career ending injuries, coaching changes and so on...