Chelsea boss Andre Villas-Boas has been warned he is not capitalising on Daniel Sturridge's potential by the striker's father.
The 22-year-old's dad told the Stamford Bridge boss that the England international would be much more effective if he was given freedom to play in his natural position.
Michael Sturridge spoke out as his son continues to occupy a role on the right wing, rather than his preferred central striker position.
Having watched his son ply his trade on the field from a tender age, Sturridge senior believes he will improve radically should he be given a place at the focal point of the attack.
"When he plays in his natural position, which is a central striker, you will see maybe two or three times as much of the player that you now see playing on the wings," he told the Voice newspaper.
"When you have seen someone play from under-nines right up to adult football as a central striker, then suddenly you see them playing in a different position that you have never seen him play, obviously you know, the position he played in as a youngster is the one he will be more comfortable in.
"Once he is in that position, I expect you will see a major improvement.
"In terms of potential, we have to see him play in that central striker position to see how far he can go in the game.
"He can actually show you a lot more. I think with the experience he gains and playing regularly in the Premier League, you are going to see a better player because he will just get stronger."