Sunderland interim boss Dick Advocaat says the club is far too big to be constantly battling relegation.
The Dutchman has helped the Wearside club land a ninth-straight season in the Premier League season after seeing off the drop but he has implored the club, with or without him, to start investing in order to move up the table and away from the danger zone.
"Mr (Ellis) Short made a commitment when he said he wants the club to be in the top 12 on a regular basis, so that means the club has to invest," he told Sky Sports News HQ.
"But it is so important that the club can't go on doing what they have done for the last four years - every year playing for relegation - because they have to realise this is a big club with a big stadium and big academy.
"The facilities are brilliant. But they have to invest in better players to make the squad stronger, so what we need is more competition between the players. That's important otherwise they are making it difficult for themselves."