Ulster Rugby Chief Executive Shane Logan remains convinced the club will become the best in the world five years on from his appointment when he first outlined that bold ambition.
In an exclusive interview with the Belfast Telegraph, marking his anniversary, Logan revealed that he still 'passionately believes' that Ulster can be better than Leinster, Toulon and anyone else in the rugby world, insisting he had no regrets about making such a bullish statement in his first day in office in February 2010.
And this even though many fans feel Ulster have taken a backward step this season, exiting early from the European Champions Cup and struggling for consistency in the Pro 12 League.
"I don't regret saying that we can become the best club in the world at all and I still passionately believe it," stated Logan, who labelled the current campaign 'uncomfortable'.
He added: "We are not compromising. We have to be hungry and improve and learn faster than any other rugby region."
When he started working at Ulster Rugby, Logan also declared his intent to make it a 'world class organisation on and off the field." So, how close is he to achieving that goal?
"Five out of 10," he said suggesting slow progress, before adding that particular aim was on the right track.
full interview, pages 62-63