The Canaries boss knows his promoted side will need to scrap for every point.
Lambert, whose team open at Wigan on August 13, said: "We are going to have to hang on in there in certain games, but we also have got to try and win.
"You can win by playing great, I am just not so sure you can keep on doing that. Sometimes you might have to win ugly, which you will take."
Lambert added: "We have earned the right to play these teams, so we have got to give it a go.
"You also have to be sensible because you will face established teams with world-class players.
"But we won't ever go anywhere thinking that we will get turned over."