MATT Everard said he and Worcester Warriors players don't discuss winning matches and claiming bonus points.
Warriors got off to the start they would have wanted in their Champ opener, triumphing over Coventry 29-19 and claiming an extra point in the process for crossing over four times.
However for Everard and his side, it isn't about the wins or the points on the board, but the effort and physicality on display.
After the final whistle, the coach explained: "We don't speak about that, we don't speak about wins and bonus points, we speak about being hard to beat, being physical, running, full of effort."
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He added that, having started from scratch with no existing changing room traditions or culture, his players have the opportunity to make whatever they want out of playing for the side.
"We speak about being hard to beat, don't go around putting loads of pressure and tension on the group," he said. "We speak about expressing ourselves, how can we show tightness and togetherness on a rugby pitch?
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"I say we can make this whatever we want it to be, there is no current culture or values or traditions.
"We will turn this into what we want to turn it into and that starts with how you speak with each other every morning, how hard we work, how much of a laugh we have and what we do on a Saturday, making the fans proud.
"It is such a unique opportunity, don't let it pass you by, make it what you want it to be."
Warriors are one of five teams to sit on five points after round one of The Champ, having claimed the victory and a bonus point.