Newcastle United boss Alan Pardew is seeking to develop a hunger for success inside his squad.
The players have spent this week in Tenerife.
"The hunger is something I am trying to drive. Some of the younger players have not been this close before to where we are going," Pardew told BBC Newcastle's Total Sport programme.
"Shola Ameobi is one of the exceptions but it is important to get the message across that we have a fantastic opportunity here and we cannot let it go. I can sense in the squad they see an opportunity. We are just going to try and play the best football we can to try and take it."