Bryan Robson's pursuit of excellence is such that he has encouraged his West Bromwich Albion players to argue with each other on the pitch if it means more goals and more Premiership points.
The Albion manager is frustrated that the team are again fighting against relegation and he attributes much of the poor recent form to his players being too nice to each other.
When Robson played for Manchester United in the Eighties and Nineties, the teams were full of argumentative players who knew how to put across their point. United won honours in abundance ? and the players remained friends off the pitch.
Robson, whose team play away to West Ham United today, wants his Albion players to adopt a similar approach.
"Sometimes my lads don't want to upset each other," Robson said. "What I have told them is that they can upset each other on the pitch and then shake hands after and be mates after the game.
"If I go back to the time I played for Manchester United you cannot imagine Paul Ince, Roy Keane, Peter Schmeichel or Steve Bruce being nice with each other all the time.
"We were off the pitch but on the pitch we demanded the highest level of play from each other. Anyone going below their standard, other players had a go at them. On the other hand if they do something great you encourage them.
"That is the sort of communication I don't think my lads are doing within a game."
Robson has also warned his players they have to stop handing cheap goals and cheap points to the opposition. In terms of play and possession, Albion should be in the middle of the table. Instead, because of chronic self-destruction, they are fourth to bottom.
Albion have lost seven of their past nine Premiership games with many of the goals conceded being because of errors. Robson knows he has to tighten up a defence that has leaked 21 goals in 11 Premiership games - the joint-worst record in the Premiership, alongside Sunderland.
Robson, who is boosted by the return of Martin Albrechtsen, Kevin Campbell and Diomansy Kamara for the trip to Upton Park to face West Ham, said: "I have got a great set of lads here.
"They work really hard in training and the mood in the camp is good. They are an honest group and they will hold their hands up when they have made mistakes.
"The only problem I have with them is that I want them to be better. What I want to see from them is that they are in mid-table or pushing towards the top half but I am not getting this response at the moment.
"That is disappointing for me. But we will keep working hard in training to get things right.
"We know we are already in a relegation battle again and I have never hidden from that fact."
Nwankwo Kanu, the Nigeria international striker, has appealed to Robson for the chance to spearhead the attack for the match at Upton Park.
Kanu has yet to get a real run in the side this season because of injury problems, while Robson has also been rotating his players in a bid to find a winning formula.
Kanu said: "I still feel I can do more for the team but the problem is that it is difficult when I do not have the chance to play all the time.
"When you are not playing it is difficult to come in and play well.
"I want to play every game but it is not always possible as we have signed a lot of strikers.
"I want to score goals but it all depends upon the team, If the team are playing good football and playing well the strikers start to score.
"If the team are struggling it affects everyone - including the strikers.
"In the Premiership it is very hard. If you score one goal you must score another to seal off the game and get three points.
"We have to take this on board and believe in ourselves. If we start winning games the higher our confidence will become - on the other hand the more games we lose the more our confidence drops.
"As a result we have to move on and play well from the opening whistle. This is a vital game for us against West Ham. If we come out of it with something it will be a big boost. If we don't we will be in even more trouble."
Roy Carroll, the Northern Ireland international goalkeeper, remains sidelined for West Ham because of the knee injury he sustained getting tangled in a training-ground goal-net last month.
Shaka Hislop continues to deputise, with the former Manchester United man expected to be available again following the international break.
Alan Pardew, the manager, will monitor the fitness of Bobby Zamora and Jeremie Aliadiere. Zamora is back in training after a hamstring problem while Aliadiere was hurt by a tackle in a midweek reserve fixture.