Chelsea manager Luiz Felipe Scolari insists he will oversee a culture change at Stamford Bridge - both on and off the pitch.
Scolari has pledged to break with the past by promoting talented youngsters ahead of expensive imports, and he has also pledged to adopt a 'more modest' approach than former Blues boss Jose Mourinho.
While the former Brazil and Portugal coach's immediate predecessor was Avram Grant, it is the irrepressible Mourinho against which his achievements will be judged and he has insisted he will go about the job in his own way.
The Portuguese famously arrived in England proclaiming himself to be the 'special one'.
Scolari said: 'I am not Jose Mourinho, so why compare me with him? Mourinho says 'I will win 10 championships' but I am more modest than that.
'I am from south Brazil and in my culture we never say 'I will win this or that'. I just say that I will try my best to win all the competitions.
'But Mourinho is Mourinho, he has a different culture to me.'
Speaking about his recruitment plans he also signalled a significant shift from previous managers who have had access to owner Roman Abramovich's vast reserves of cash.
'Since I came to Chelsea we have only spent £8million on Deco. Jose Bosingwa came in before I arrived.
'Maybe in the past they have spent more money, but now they don't need to spend as much because they already have a solid base. Now they need a coach to develop young players and I think I am that coach.
'The new philosophy at Chelsea is to bring some young boys through the system.'