It is one of the most eagerly anticipated interviews of the season - new Norwich City sporting director Ben Knapper has uttered his first public words since joining the club.
Alongside a caution to commit to any rash decisions amid their poor Championship form, there was a sense of back to the future in the content of his words.
After the initial success that Stuart Webber brought to the club in 2017 alongside his chosen head coach Daniel Farke, Norwich have lost that sense of identity and synergy in the way they play on the pitch.
Webber's words in his first Norwich interview were similar - it was a process-driven project. But when it got properly tested, it was thrown in the bin post-Farke and abandoned in pursuit of results.
Knapper's willingness to be open about his desired and preferred playing style is encouraging and much welcomed - it will be the reference point for his Norwich project moving forward.
But the key is to implement it. After the erosion of trust that has taken place between senior figures in NR1 and supporters, the only way for Knapper to rebuild those bridges is through actions rather than words.
Knapper spoke coherently - there was an energy and a vision for the future that revolves around a consistent playing style, something the club have strayed away from in recent seasons, lurching between head coaches in the process.
Key to achieving togetherness between all facets of the club and making Carrow Road an enjoyable place to consume football will be achieving buy-in on his project. That will mean speaking to supporters and explaining decisions in real depth.
Whilst the success in 2018/19 is highlighted as the most recent example, Paul Lambert and David McNally also achieved it in their crusade to the Premier League. Bringing people on the journey and allowing them to understand decisions, even if they don't necessarily agree, is pivotal.
At its core, football is simple. It revolves around alignment. Success often follows if clubs select a style of play - hire the right manager or head coach to implement it and recruit players who fit that neatly. It's easier said than done in practice.
But that is the sporting director model in a nutshell - it should be Knapper ensuring that vision runs through the centre of the club, from the under-nines in the academy to the first team. If a head coach fails to deliver, then they become more dispensable.
Webber's troubles arrived when Norwich stepped away from the project they spent four years building. They lost all sense of self. Knapper's primary job in the long term is to recraft that.
A nine-minute snippet isn't enough to make a real judgement of his credentials or to assess the direction of travel he will lead them into, but it marks the start of a new era - the unknown always creates a sense of nervous excitement.
It will be a throwback to Webber's arrival for many City fans - Knapper knows better than most that he will be judged based on his actions and the success of his decisions rather than a capable performance in front of the camera.
There were no grand promises or ambitious targets but a sense of urgency and seriousness of the current situation. Knapper was understated but looked energetic to get his sleeves rolled up and stuck into the problems that City face.
At the top of his in-tray is the need to assess the position of David Wagner as City's head coach - there is a tremendous amount of pressure behind that decision. Knapper will need to make the right call, not the easy or quick one.
Then there is the small matter of player trading, a January transfer window, a Championship season, debt to sift through and working structures to set up, develop or reassess - the job he faces is significant, even if he attacks it from better foundations that Webber - who was starting from scratch.
Knapper has to show he can be the change candidate at City - not more of the same that has delivered underperformance for two and a bit seasons. He may need to communicate that more pain will be on the horizon in order to build again.
From being a cog in an extensive machine at Arsenal, he has been thrust into the centre of a storm at Carrow Road - he will need to rely on every ounce of his character and experiences in the game to navigate it.
At the core will be strong, unshakeable principles that need to be embedded into the culture at Colney. From now, it needs to be his fingerprints over every aspect of the footballing department.
The Ben Knapper era is here. Everyone connected with Norwich waits with bated breath to see how it all unfolds.
