Put my defense on the field, then get the last five yards with my offense.
Seriously though:
I have about 18 sets that have several plays I have been running for years. All are designed to take what you give me. Chess as you said. I try to use variations to counter the defensive response. Most of the sets are from Bill Parcells' playbook. Sweeps disguised as power formations, keeping receivers dead in play until needed.
Some coaches do it well, some do it but you know what's coming. I do it when you make an adjustment or overcompensate.