Burish behavior
In today's NHL, goons are outdated- they're too one-dimensional. To really have any value, guys must show some versatility in their ability to annoy the other team. Fighting's not enough- you need to wave a stick in a goalie's face, jab the butt of it in a guy's ribs, and have just enough scoring ability that you can do all the other stuff and really gloat after a goal.
The multi-talented individuals who can do all this are called "agitators." On the Blackhawks, the man whose job it is to "agitate," is winger Adam Burish. And what makes him even better at his job is that he's not big- maybe 5'10", 185 pounds. Having your sweater pulled over your head and eating an uppercut is bad. Having your sweater pulled over your head and eating an uppercut from a guy smaller than you is even worse.
Some guys grow into the role of an agitator. Adam, however, has a natural disposition for it.