Chelsea manager Luiz Felipe Scolari insists success in the Champions League is not necessarily his main priority this season.
The Blues begin their European campaign against Bordeaux on Tuesday less than four months after losing to Manchester United in last season's dramatic Final.
Chelsea have reached the semi-finals of the competition four times in the last five years but Scolari is refusing to put all his energies into doing well in Europe.
He said: "I have told my players that they can't just play for the Champions League. They need to do their best, all the time, in all the games and in training. If they don't, I will not choose them.
"I know Chelsea have tried many years to win the Champions League and last season they arrived in the Final.
"It is not easy, not just for Chelsea but for many clubs to arrive in the Final. We need to respect the other clubs. But we have to try and win all competitions, not just this one. It is not more important than any other.
"It is not right to put out the idea that if the coach doesn't win the Champions League he is out.
"The previous Chelsea managers were not sacked because they didn't win the Champions League. People don't know the history. I know why. I don't talk to Roman Abramovich about the Champions League, I just speak about Chelsea and all the competitions."