AMBITION is not a dirty word at Hawthorn.
Where most clubs are reticent to publicly state their targets for fears of breaking the "week at a time" cliche, or even worse, failing to meet them, the Hawks buck the trend.
Club president Jeff Kennett outlined Hawthorn's vision for the next five years in December, and boldly stated the Hawks aimed to win two premierships and get 50,000 members by 2012.
The Five2Fifty plan represents the club's aim to become the next league powerhouse and post results similar to its golden era, when it won five premierships from 1983-91.
Hawthorn's optimism is unashamedly built on its stockpile of young, talented players whom coach Alastair Clarkson aims to mould into a team that wins finals regularly.
With Lance Franklin a superstar forward at 21, Luke Hodge and Sam Mitchell elite midfielders, Mark Williams back from a knee injury and Jordan Lewis poised to build on his promising start, the Hawks have their share of match-winners.
But a very solid support crew comprising Brownlow medallist Shane Crawford, seasoned backmen Campbell Brown and Trent Croad, Jarryd Roughead in attack, an ever-improving ruck division and a fleet of midfielders adds substance.
Where former politician Kennett wants his club's plans on the record, Clarkson appears less comfortable with stating the intentions, given the difficulty of winning one flag, let alone two.
"It gives everyone within our football club a clear direction of our expectations and what we hope to be able to achieve," he says.
"'Hope' is probably the operative word. Because it's so difficult, particularly on field.
"Off-field there's not as many hurdles to overcome. Our club is very stable financially and building a strong asset base and that's being supported by our push into
"But there's far more hurdles to overcome in the on-field stuff, whether it's injuries, form, the opposition being good when you play them, an off-field issue which affects your playing fortunes...
"There's always a big bear ready to jump on your back around the corner when you think you're travelling well."
If Clarkson keeps the crux of his team together and it improves at the rate it did in 2007, then the coach who is always keen to rein in any hype about his team might shoo the "big bear" away.
"Over time this period of 2005 to '08 will reveal a pretty exciting group of players who came through for the football club and hopefully they can play a lot of football together and ultimately a lot of successful finals footy together," he says.
It says much of Hawthorn's ambition that Clarkson and his players were disappointed at the end of last season even though it was a landmark of sorts.
The Hawks reached their first finals campaign since 2001 and beat
Clarkson says that painful defeat will help his players' education, as they must develop a lot before classing themselves genuine premiership contenders.
The common theory floated against Hawthorn is that young sides can follow a good season with a slide, when young footballers get ahead of themselves.
Hawthorn hope the signing of former Port Adelaide premiership player Stuart Dew, at 28 and after a season's sabbatical, will provide key leadership following the retirements of veterans Richie Vandenberg, Ben Dixon and Joel Smith.
Clarkson says there is no reason why young players cannot reach the ultimate success, so long as they work hard and aim high.
"We know we performed to a good level last year but we're also realistic to know we have to work harder, mature a lot more and get more game time and exposure to our young players," he says.
"So we've got a lot of development and progress to make as a football club.
"We're excited by what we're capable of doing, we showed that last year.
"But we know we've got so much more hard work to do to become a consistent, winning, finals performer."
The views in this story are those of the author and not necessarily those of the clubs or the AFL.
