Liverpool chief executive officer Ian Ayre believes "the sky's the limit" for the club if success can be achieved on the pitch.
Ayre, who is stepping down from his role at the Merseyside outfit at the end of the season, feels the club is in a much better condition compared to when he first moved to Liverpool as commercial director in 2007 before becoming managing director in 2011 and then CEO in 2013.
The boyhood Liverpool fan says the club have caught up with rivals who had capitalised on their global reach much earlier.
"I think in a club like Liverpool it is one of the hardest challenges for a chief executive," Ayre told the Liverpool Echo. "Because the core of Liverpool fans only want to think of this as a football club. And I get that. I have been that person. And to a degree I still am.
"You know, I wish that it could still be like it was in 1973 or 1974 when I was coming and standing in the queue to get in and then standing with my mates to watch the game and all of those things.
"But the problem is, if you want to stay in that place, in that way, in that style, you are going to fall behind. Because the big boys, the big competitors, the big teams, both home and away in Europe, are all moving at a pace.
"When I arrived here 10 years ago, there was a lot of criticism around the fact that people felt we hadn't capitalised upon our success back in the seventies and eighties. And as such, we had a bit of catching up to do.
"You can't do that catching up without changing things. And change brings a little bit of unrest and business challenges. You know the media attention, the change in digital media, changes in hospitality, retail and other things.
"They all bring change and a lot of people are fearsome of change, particularly when you are dealing with something so unique and special and with so much heritage as Liverpool."
On the pitch, Liverpool currently sit second in the Premier League -- one point behind Antonio Conte's Chelsea -- and look like serious contenders for the title following a blistering start.
The club's last major honour was the League Cup back in 2012 under Kenny Dalglish, and Ayre now feels Liverpool can sustain any success they create on the pitch due to the changes made over the past decade.
"I think as a business now, we have great facilities, we have great people, we have a world-class team of people managing and running the business day to day," he added. "And we have a great offering. We have something for everyone both in terms of where you sit, what you eat, what you buy.
"If we can bring success now, on the football pitch, we are really ready for it. I would argue that when I first came here 10 years ago, if we had won something at that point in time, we had won the league or whatever, we weren't ready to capitalise upon that.
"We weren't ready to deliver everything that everyone would want as a result of winning. We wouldn't be able to grow as a result of winning at that time because we couldn't take advantage of that. And we are now, we are really in great shape.
"If you look at the growth of the business and the growth of the revenue and everything at Liverpool, the stand, all of that, that's been to a certain degree despite the football. We haven't had success and yet we've achieved lots of goals and moved forward significantly. So if we can bring success, then the sky's the limit."
Sources told ESPN FC in September that Ayre had been offered the chance to become general manager of 1860 Munich and would take up any role at the German club upon the expiration of his current Reds contract, which ends in May 2017.