Burnley manager Sean Dyche believes that his players must embrace the fact they are being targeted by opposition teams.
The days of Burnley being a plucky underdog are over.
Many teams see them as a big scalp, especially those who are around them in the bottom half of the table.
And Dyche believes his players must react appropriately if they want to save their season.
"We've got to lift that fog, some of it is from work, some of it from mentality, and some from that inner belief," the Clarets chief said to the Lancashire Telegraph.
"The facts are the facts, and I told them after the game, they're now recognised.
"Every year it's been 'little old Burnley', underdogs, but they're now recognised because of last year.
"You have to grow with that responsibility- it's actually something to be enjoyed."