BRIAN Laws knows that you cannot kid players - so he is heartened to know that his squad share the club leadership's belief that a top-six challenge next season is realistic.
Wednesday have made their aims plain by saying in their official business plan that promotion within the next three years is feasible, though also of course they hope to achieve it sooner rather than later.
Laws says: "You have to have set out your targets, and we have set ours by aiming for the top six next season.
"There is no point in setting out those sort of targets if you don't believe you can achieve them.
"From the chats I had with the players, I know that they believe we should be there or thereabouts, and that with a bit more consistency we could have been up there this year."
Hillsborough optimism is high despite the fact that competition for the top six places could more intense than ever.
"I expect the relegated teams, West Brom, Newcastle and Middlesbrough, to be strong," said Laws, "and it's going to be really tough to get out of this division. But you have to set out your own ambitions and we shall be striving to fulfil ours."
New signings Darren Purse and Tommy Miller have added their experience to the Owls cause and have both said they believe the club could go places next season.
Coventry's £3.5m sale of centre half Scott Dann to Birmingham has fanned speculation about Richard Wood, with the Owls captain yet to sign a new contract and having been a target for the Sky Blues a year ago. Ipswich and Crystal Palace have also been linked with him.
But the Owls' stance is that they are not looking to sell anybody and are optimistic that Wood will sign a new deal.
The club are happy for a resumption of negotiations after the summer holidays, with the defender having a year left on his contract.
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