At Unai Emery's unveiling, the Aston Villa manager stated his desire to win trophies.
Almost three years later he is still waiting and the task is getting harder.
Not that it worries the head coach.
"If we are complaining about working hard, we are not in the right way," Emery tells BBC Sport.
Villa have already learned quickly under Emery how to outthink rival teams, and the former Villarreal boss believes the club still rank behind seven others when it comes to financial muscle.
They upset the order in 2023-24 to qualify for the Champions League, and on the final day last season were in the top-five hunt until a controversial defeat at Manchester United forced them to settle for the Europa League.