Sunderland boss Steve Bruce feels his side need to adopt a 'big club mentality' if they are to progress.
The Black Cats have made a positive start to the 2009/10 campaign, but suffered a disappointing setback over the weekend as they went down 3-1 at Burnley.
Saturday's showing at Turf Moor highlighted the club's frailties, with a pleasing first half performance followed by a disastrous second 45 minutes.
Bruce admits the North East outfit have much to learn if they are to challenge in the top half of the Premier League, but feels the potential is there to be successful.
He said: "I don't know if it's complacency or naivety, but certainly if we are going to be a big club, we must have a big club mentality.
"We have to go to places like Burnley and get a result. For long periods, I was very, very happy.
"The consistency level is definitely the key, but it's disappointing that after such a good start, we fell away.
"It's something we have got to put right. There have been times this season when we have played well in patches.
"If we are going to grow the club, which undoubtedly we will, the mentality has got to change.
"You can't be just great in the first half, it's got to be the full 90 minutes, otherwise you get punished."
A summer of change at the Stadium of Light is still taking time to settle down, with countless players having come and gone.
Bruce himself was a pre-season arrival from Wigan and he admits that patience must be shown by all at Sunderland.
"You do need time, you need time for your new signings to settle," he said.
"Thankfully, the vast majority of them have hit the ground running. Lorik Cana and Lee Cattermole and Darren Bent and Fraizer Campbell have all played their part.
"We just hope now we can get (John) Mensah and (Paulo) da Silva settled because unfortunately with those two, they have been waiting for visas or out of the country with their national teams.
"When they are here with us too, that will be even better."