Essendon president David Barham has had enough of the club sitting in mediocrity.
During the club's awards night, which saw star midfielder Zach Merrett claim his fifth Crichton Medal, Barham didn't mince his words after the club failed to make finals once again despite a positive first half of the year.
The unwanted record of not winning in September has extended another 12 months, and the Bombers president provided a stern warning to any player who isn't willing to put in the work.
"There is no room for excuses,” Barham said at Thursday's 2024 Crichton Medal count.
"Everybody in the club needs to ask themselves: ‘How badly do I want this?' and ‘What can I do to make it happen?'
"If we are not ruthless in pursuit of success, we will not keep up; we will remain mid-table if not fall lower.
"(Scott) has brought discipline to this club and has elevated our standards. If you don't prepare properly, don't give your all on matchday, conduct yourself as a professional athlete on and off the field, I don't think you'll be here long.
"Brad has brought a tougher stance around everything, making us a far more professional football club. Our coaching, high performance and medical staff are well-connected and resourced, and the teams are working tirelessly in the pursuit of excellence and constant improvement.
"Only those who share our uncompromising vision will get to enjoy the ultimate prize."
The Bombers have been absent from the finals since 2021 but have been victim to two successive late-season fadeouts following promising starts.
However, the introduction of coach Brad Scott and chief executive Craig Vozzo ahead of the 2023 season has Barham excited by the path the club is on, albeit without any tangible results.
"I stand here tonight incredibly optimistic about our future, but I am also stinging from the pain of sitting through a finals series and a grand final that didn't involve our club," Barham said.
"Unfortunately, the end of our men's 2024 season was bitterly disappointing for everyone in the room — to win just three of our last 11 (matches) and miss the finals was gut-wrenching after such a promising start to the year.
"We are impatient for success, and the pain of missing out this year drives us all to search deeper and look further for what more we need to do to get there."
This year, the Bombers have been linked with the likes of veteran St Kilda forward Tim Membrey, GWS utility Conor Stone and West Coast defender Josh Rotham.
Veterans Dylan Shiel and Jake Stringer have been linked to moves to rival clubs.