Chris Hughton was left to rue a series of squandered opportunities after Norwich lost 2-0 to West Ham on Tuesday night.
The Canaries enjoyed the majority of possession throughout the night and created 13 chances.
But Hughton's side were unable to break the deadlock and James Collins headed West Ham into the lead in the 84th minute.
With all their men committed to attack, Norwich received a sucker punch in injury time as Mohamed Diame doubled the Hammers' tally, as they moved up to 10th in the Premier League standings.
Creating chances has not been a problem for Norwich, but Hughton bemoaned their lack of potency in front of goal.
"It's similar to two weeks ago, we put in a performance at Cardiff which should have seen us win the game," he told Sky Sports.
"We had numerous chances again today and you know what you're up against here.
"You have to battle, they play a very direct game and you've got to compete with that."
Norwich were in the ascendancy in the first half and enjoyed a number of openings, but lacked the crucial goal and Hughton admits the Canaries only have themselves to blame.
"I thought right up until the goal we handled it very well, they had minimal chances and the best chances had fallen to us," he added
"We made life hard for ourselves. If we're not able to put away the chances we are creating then we make it hard, if we weren't creating the chances it would be different.
"If we're not putting our chances away then we make life very difficult for ourselves."
Collins' opener for West Ham came late in the second half after a period of sustained pressure from the hosts, who were rallied on by the Upton Park crowd, and Hughton believes their persistence paid dividends.
"In the end they piled up the pressure and it's a mistake for the goal," he admitted.
"The second goal, it's just us trying to get back into it and it's a typical game where you throw a lot of bodies forward.
"Their first goal hurt us. I have no doubts it would have finished a draw without that."