Carlos Carvalhal has steadfastly refused to discuss whether Sheffield Wednesday will be aiming for automatic promotion next season.
After missing out in the Championship play-off final, Wednesday have been tipped by some to challenge for a top two finish if they strengthen this summer.
But head coach Carvalhal will not enter such discussions – just as he would not with talk of a top six finish during the season just concluded.
“I don’t like to create too many expectations,” he said.
“What we can promise is we will work hard and fight a lot and play with the fans in our heart.
“We will try to play quality football because we want the fans to enjoy what they’re looking at.
“It is very important.
“But there are probably 20 teams in the competition who want to get promoted and the three teams who have been relegated will also be very strong.
“There are strong teams in the competition. It will be a tough competition.
“We will be more strong next season. We have a good dynamic and people are enjoying it.
“The giant has woken.
“We must fight again and try to get the people dreaming again.”
Wednesday have been installed in the early betting market as sixth favourite to top the Championship at the end of the season.