Tottenham chairman Daniel Levy has left Thomas Frank in little doubt about what he expects with a warning that one Europa League trophy is simply not enough.
Levy made it clear he craves winning the Premier League and Champions League having sacked Ange Postecoglou just 16 days after leading Spurs to their first trophy for 17 years.
He also expects to see a successful Spurs team, beating opponents in a fashion fit for their stylish home.
'There's no point having a wonderful stadium if you don't have a wonderful team, winning,' said Levy.
'Failure is not an option. The desire is to succeed and because it's so difficult I want to succeed even more.
'We've won a European trophy. It's not enough. It's what we haven't done that's more important.
Tottenham chief Daniel Levy has opened up on replacing Ange Postecoglou with Thomas Frank
Levy said he was 'very grateful' to Postecoglou but added sacking him was the 'right decision'
He also laid down the gauntlet to Thomas Frank and explained why Spurs appointed the Dane
'We need to win the league. We want to win the Premier League. We want to win the Champions League. We want to win.'
Levy spoke alongside new chief executive Vinai Venkatesham on the club's in-house media channel about the pressure of the long wait for trophies and the decision to sack Postecoglou, who ended it but presided over a dreadful Premier League campaign last season, losing 22 of 38 games and finishing 17th.
'I'm very grateful to Ange,' said the Spurs chairman. 'I don't regret appointing Ange.
'In his first season we finished fifth and in our second season we were over the moon to win a trophy, but we need to compete in all competitions, and we felt that we needed a change.
'I've an excellent relationship with him. He's always going to be part of our history. Him and his family are always welcome back.
'It was a collective decision, it wasn't my decision, we do everything together. Emotionally it was difficult but we believe we've made the right decision for the club.'
Venkatesham explained technical director Johan Lange had analysed more than 30 candidates for the job, delivered a short list and Brentford boss Frank emerged as 'absolutely our number one candidate' and 'an outstanding developer of young players'.
On the fresh start, Levy added: 'The things that stood out to me with Thomas, he is clearly highly intelligent, great communicator, super human being, plus all the other technical aspects which are obviously really important.'