Steve Bruce is relishing the chance to sell Sunderland to prospective signings as a club at which they can achieve their dreams.
The 48-year-old has more than served his apprenticeship in management at clubs where he did not necessarily have the financial clout to compete with the big boys.
He freely admits there is a chasm, both on and off the pitch, between the Barclays Premier League's perennial top four and the rest.
However, having taken Wigan to within touching distance of the top half of the table last season despite having to sell Emile Heskey and Wilson Palacios in January, he is thrilled at the chance to build a side with the backing of new owner Ellis Short's money and without the need to cash in on his most influential performers.
Bruce said: "With this club, they can manage to hold on to their players - at Wigan, I sold them the dream of using the club as a stepping stone.
"At this one, you have to be established, you have to have a bit about you to play here because of the demand, the expectation and the support, so you have to have a mentality, which I will obviously try to bring to the team."