Coach Nathan Buckley has challenged his Collingwood players to rediscover their hunger for success in 2013.
The Magpies were still to some extent still celebrating their 2010 premiership, he suggested, and what was needed to get them back to that position was to find the one or two per cent in preparation they have been lacking.
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The Pies suffered a dramatic injury list, suspensions to key players and the tragic death of former teammate John McCarthy in September.
Buckley said it was time to refocus and put away all thoughts of their 2010 achievement.
"I spoke to the boys and there's a quote I've heard, 'Whenever an individual or a team decides that success has been obtained, progress stops'," Buckley said.
"The fact is, two years ago this club was able to win a flag. There's a cup the boys looked at today with 2010 on it that was a symbol of the hard work that was done preceding and during that year.
"In the years since, we haven't been good enough.
"The challenge for all of us is to find out how we can be good enough and that's got to come back to preparation.
"We may have been guilty - coaches, players and administrators - of feeling that we had achieved success.
"We may be guilty of not finding that extra 1 or 2 per cent in preparation that gives us the chance to be performing at our best when the whips are cracking.
"If we feel like we've been successful, individually or as a team, if we feel like we've got to where we want to get to, we won't go any further.
"We need to be better prepared when we get to the same position next year."
Club president Eddie McGuire said he was pleased with what Buckley had achieved in his first year as coach.
We may be guilty of not finding that extra 1 or 2 per cent in preparation.Nathan Buckley
"When the appointment was made some three-and-a-half years ago that Nathan would be our coach this year, we hoped that we would be a position to see Nathan develop into the senior coach that we wanted to take our club forward," McGuire said.
"I can tell you without one thread of doubt in my mind it was a decision that has been well made and one that has been well rewarded by our football club with the input of Nathan Buckley as our senior coach this year.
Collingwood are 8.50 to win the 2013 Grand Final, with Brisbane 51.00.