Pre-season is all about optimism, some of it false and some of it forced. With Sheffield United, there is absolutely no pretence.
It would be a major surprise to everyone in the game, not just those in these environs, if the Blades did not mount a strong challenge in the Championship.
Most observers would go further; United are strongly tipped to be back in the Premier Leagu
e a year from now as winners of automatic promotion.
This column does not dispute any of that. Kevin Blackwell's men can expect to hit the ground running as the "form team" after the late push for the play-offs.
But let's add a note of caution here, not through any marked deficiency in the Blades' ranks but because of the ultra-competitive nature of this league.
By a conservative calculation, United are one of around a dozen teams – half the division – who will harbour similar hopes.
Some will prove misguided, as was the case at Bramall Lane last season and also at Charlton and Wolves who will both expect to be stronger this time. Now throw in what is always the most threatening element to the mix – the trio relegated from the Premiership.
Birmingham should be up there, a defiant Derby have a new look under Paul Jewell and Reading are little changed from the outfit that won promotion – along with United – three seasons ago.
It doesn't end there by a long chalk. Don't rule out the newly promoted sides. Of the three, Nottingham Forest's tradition and ambition suggests things can be taken at the flood beside the Trent. And for those about to write off Doncaster and Swansea, think Bristol City.
I reckon Bristol will suffer on the rebound from last term's first-season success syndrome, perhaps even enough to bounce them into the lower reaches. More relevant is that Swansea have the look of a surprise package this time while Doncaster's pure football may take some opponents off guard.
At this point we must add those clubs rebuilding for the top flight. Fantastically financed QPR are arguably the most dangerous, though no more so than Neil Warnock's Crystal Palace or, maybe, Chris Coleman's Coventry.
Cardiff have momentum after that run to the FA Cup final, providing they can shore up their finances. Southampton should do better and certainly that applies to Watford after last season's collapse. Then what of Ipswich, Norwich, Preston and Burnley?
None of this should – or will - frighten United and their fans. Above all, the Blades have fresh impetus. The club has a strong backbone… a committed, enterprising chairman and board, a damn good squad and a genuinely up-and-coming manager in love with his surroundings and in tune with his players.
But it should not be expected, let alone assumed, that United will walk this division. For reasons, simply look above.
For what it's worth, I'd be surprised if they were not in the running for the top two – but don't overlook the play-off picture.
A top six finish in the Championship is an achievement in itself. It's on this broader target area that realistic expectations of Blackwell's first full season should be based.
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The full article contains 554 words and appears in Sheffield Telegraph newspaper.