He told the Sunday Express: "The way football used to work is that a dad brings his son to the match as a five-year-old. That son over the years becomes a businessman and gets wealthy.
"He remembers those days and puts his money back into his club. That's what happens here at Burnley. Every director is a fan. This is a story of the ordinary football man.
"One of our wishes is that some clubs think we are an easy three points. I hope that's what they're thinking as they're coming up the M6.
"We will play on the fact of not having the best dressing rooms. They are basic but they're here to play football, not to check into a five-star hotel."