Stoke manager Tony Pulis has warned his players against complacency after they have exceeded expectations by remaining in the Premier League for the last two years.
The Potters boss fears the wrong attitude in the run-up to the new season could be Stoke's undoing having defied expectations and avoided the drop.
In their debut campaign Pulis' men finished 12th and improved that the following season with a final standing of 11th.
"It's just a dream for me to be manager of this club. I've said it all along and I mean it - every morning I wake up I'm a privileged person," he said.
"I'm like that and I want the players to feel the same. It's vital we retain the level of enthusiasm, commitment and togetherness we have had over the years.
"As soon as we start to get blasé then things will fall apart, so we have to stay solid, focused and not give a damn about what anybody else outside this city says or does.
"We stick together as a group, as a team, and if we can be as unified as we've been, then we'll continue to push forward.
"If we stay in the Premier League again that will be three years, and I really think you will see a massive improvement in the club."
Pulis ideally would have liked to have made more signings ahead of the 2010/11 campaign with striker Kenwyne Jones his only significant addition to Stoke's squad following his £8 million switch from Sunderland.
"We need to bring players in, and we're trying to pursue all our options to make sure we're stronger," said the 52-year-old.
"Bringing in Kenwyne has helped, but we're not as strong as we want to be, so we are starting behind the baseline a little, but that's what we have to deal with."