ANYTHING is possible for Melbourne in 2017, according to coach Simon Goodwin.
The Demons are aiming to play finals for the first time since 2006 and Goodwin delivered an impassioned message to his players at the club's season launch at Crown Palladium on Wednesday night.
"The work you've done over the summer has been incredible. You are now ready to attack the season. But it will take a fearless approach on game day combined with our training, our team behaviors and our culture," Goodwin said.
"I know we are only scratching the surface of what we can achieve together on this journey. Ultimately it will be up to us to define our year.
"Anything is possible."
Speaking in front of a crowd of more than 600 people, Goodwin declared there were no short cuts in the club's pursuit of success.
The Demons have finished 11th, 13th and 17th on the ladder in the past three seasons, under the tutelage of former coach Paul Roos.
"We believe we are in a position to start forging towards the club's first final in over 10 years, but in the same breath, we are also acutely aware about how much work is required to get there," Goodwin said.
"We know that you only get what you deserve in this game – and after 22 weeks, if we've earned the right – and I mean earned the right to play finals – I am confident that our brand will stand up at that level."
Goodwin said he wanted his players to produce an identifiable brand of football and he provided those in the room a snapshot of what he will demand from in 2017 and beyond.
"Fearless football means being strong around the contest, aggressive with our defensive positioning and pressure, and then it's moving the ball fearlessly on offense to create scoring opportunities," Goodwin said.
"This is a brand that our players love to play and they understand the power they have when we execute it correctly.
"It's a style that will be powered by players that compete and have a team first approach. It will produce an intensity that's infectious and our supporters will grow to love."
Goodwin said the players needed to adopt a relentless approach to their football, saying the infamous pre-Christmas camp was a driving factor in teaching this hard-nosed mindset.
The Demons came under fire for the challenging two-day camp with Dom Tyson suffering a dislocated knee and Christian Salem being concussed when a brick fell on his head in another camp mishap.
"We operate in a ruthless, uncompromising environment of AFL football," Goodwin said.
"We need to be comfortable in uncomfortable situations. We need to block out the noise and focus on what the team requires under pressure. We need to push physical and mental barriers to build resilience to take us to the success we crave.
"Unfortunately, there is no easy way. This was a small piece in a bigger puzzle to build resilience in our player group."
After facing West Coast in its final JLT Community Series hit-out next Thursday night, Melbourne opens its 2017 home and away season campaign against St Kilda on March 25.
