Chris Hughton appreciates that Norwich cannot compete off the field with their more illustrious Premier League rivals, but is determined to have them hold their own on it.
The financial gulf between the haves and the have-nots in the English top-flight continues to widen, with the influx of foreign investors making the rich richer and the rest left behind.
Money is no guarantee of success, though, with team spirit as an important commodity in the modern game as a healthy bank balance.
Hughton knows as much and is confident that a Canaries side he inherited from Paul Lambert this summer can replicate their achievements from last season - when they silenced their doubters to consolidate in style - if they stick to the principles which have served them well so far.
Asked if money talks in football, Hughton told the Pink'Un: "If that was the case then it would almost not be worth playing.
"Manchester United would win everything, Arsenal and Manchester City would win every game but it doesn't work out that way because it's not just about the money you pay for somebody.
"It's about creating spirit, having a team that wants to work hard, and trying to get tactics right - and those are the challenges you have against every team you play.
"It is an exciting prospect and I'm excited by the prospect of being here but that's management. It's still about management. You have to work around what you have, the restrictions, the advantages and disadvantages and try to do the best job you can.
"This is a club that managed to sustain Premier League status and when I took the job there was a feel-good factor.
"If you said would I settle for exactly the same as last season, then of course I would. But it is about trying to improve."
While keen to talk up Norwich's claims to a top-flight billing, Hughton acknowledges that it would be foolish for those charged with the task of generating results at Carrow Road to get 'carried away'.
"Certainly at times it is about dampening expectations because we start the season no different to how we started last season," he said.
"We're playing in such a tough division, and I suppose what Wigan and Stoke and West Brom have been able to do over a period of seasons now has been to try to improve and sustain their status year on year.
"But I'm quite sure at the beginning of every season they would have realised how tough it's going to be, so that doesn't change.
"I do realise expectations change, particularly after the last season. What we can do as much as possible is keep people's feet on the ground, try not to get too carried away with good results and try not to be too down with difficult and poor results."