Roy Hodgson says it will soon be time for Fulham owner Mohamed Fayed to decide what he wants the club to be.
The manager's comments read like warning that funding is needed or the club should prepare to risk serious stagnation as he claimed coaching alone could not move the club up a level.
Now Hodgson is often painted as a sage and certainly has a wealth of experience, but his club have spent £10million net on transfers this season and the year before the net outlay was more than double that.
For Fulham to go back to the lavish spending days which Fayed embarked on when he wanted to make Fulham the 'Manchester United of the south' would be a huge mistake.
At the very least, they need to be established as a solid mid-table side first rather than one who look to have been relatively safe for a single season, and even then it might not be a good idea.
Fulham are not a big club and are not set up to be one. They should set their sights on mid-table security and cup runs for a few years and then see what happens.