Erik ten Hag declared he wants Manchester United to be "dominating" opponents as he set out his vision for where the club will be in two years' time.
The Red Devils are still adapting to their new manager's demands after he left Ajax to take over this summer. Performances in the Premier League and Europa League have been mixed, leaving United fifth in the top-flight table with seven wins from 13 games.
There have been some highlights, such as October's convincing 2-0 victory over Tottenham, when United registered 28 shots, 10 of which were on target, compared to Spurs' two shots on target from nine efforts. However, inconsistency has been a major issue and Aston Villa were deserving 3-1 winners over Ten Hag's side last Sunday.
The Dutchman knows his project is still in its infancy but is confident his players will be regularly "dictating games" before long. Ten Hag was asked about his aims for the next two years during a Q&A with United fans on Wednesday afternoon and replied: "I hope that we have developed a way of play.
"It has to be a proactive way, proactive football and that we are dominating and dictating games against all our competitors, so at the highest level. That is a really good challenge, so when you get that style into the squad, also we'll see that players will develop to higher levels.
"The improvement not only has to come from being successful in the transfer market. That is definitely a part of it, but also it has to come from improvement that we get by coaching. That's it, by managing, by coaching, by training."
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Ten Hag also confessed the performance and result he witnessed at Villa Park - which saw United's nine-game unbeaten run ended - was "not acceptable", highlighting the challenge he faces to turn his side into a force to be reckoned with.
"We had a good series of games and we played a lot of games after each other," Ten Hag added. "I know players are not robots but we were not happy with our performance at Villa Park on Sunday. We made it quite clear in our analysis: it's not acceptable, it's never acceptable.
"We have to deliver every game and that is the culture that has to be here. It's not good. We can't change that anymore but it's clear, we want a reaction tomorrow [Thursday, against Villa in the EFL Cup third round] from the team. We want to get back to what I've seen over the last couple of months. A change in attitude, a better winning attitude and, tomorrow, we have to bring that on the pitch."
