What you can't do, which is the mistake Drumaville made, is spend the entire financial benefit of any promotion on getting there in the first place. It all has to start from a sustainable base. What Charlie means is getting away from the expectation that unlimited funds will be thrown around. I'm not saying investment won't be needed, but it needs to be commensurate with where you are, rather than where you're trying to get to. Probably the best person to explain this was Nicola Cortese - see
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under "Business style". No owner has an unlimited desire to pour money into a club - Abramovic pulled the plug on pouring money into Chelsea long before his visa problems. Looking at both Short and him, it seems to be around 15% of net worth. Then they say "enough's enough". Controlled investment is one thing, chucking cash around is another. And, wherever possible, you should try to fund it from player sales rather than loans. You often hear the phrase "speculate to accumulate" - a more succinct description of that is gambling. And, as any punter will tell you, gambling only pays when you're winning.