Manchester City boss Mark Hughes has dismissed claims from rivals that players are only moving to Eastlands for money.
City have made six major signings in the transfer window - Kolo Toure, Emmanuel Adebayor, Carlos Tevez, Roque Santa Cruz, Gareth Barry and Stuart Taylor - with the probability of more to follow.
Hughes said: "We would like to think we have something different, something players can understand.
"Once we get the opportunity to speak to them, they very quickly get as excited as we are about what could happen at this club in the future.
"It is about sitting down in front of these top players and telling them what we know will happen.
"These guys are all wealthy individuals. It's not about money at this level but about ambition, stimulation and giving them something to be really excited about, and we offer that at the moment."