Manchester City chief Garry Cook says management are delighted with the heightened expectations now of fans.
Talking in Abu Dhabi after clinching one new sponsorship deal and setting in motion other talks that could yet bear fruit, Cook insists that City continue to move forward.
He told City's website: "There is definite momentum in terms of everything we are doing," he reasoned. "We are selling out the City of Manchester Stadium for games, there is general commercial uplift and that is great because we have gone through a lot of change in the past twelve months.
"We are not disappointed with what we have done on the pitch so far this season. It is not a great start but it is not a bad start - Mark Hughes has said that himself - we are right on target for where we want to be.
"It's all about the fans, everyone is desperate for something to happen (in terms of success on the pitch) and we have put ourselves in a good position. We are sixth in the table with a home Carling Cup quarter final tie to come.
"We have set higher expectations in a short space of time and Mark (Hughes) and I talk about this a lot .
"I was talking to one of the fans at the Emirates Palace and he was telling me how he used to look at the table and try to figure out when we would get to 40 points. We don't think that way anymore."