The lack of ambition is incredulous.
Look at Napoli for example, they've built up slowly using solid scouting and player recruitment but have realised the need for marquee signings. Sold their star player but instantly went out and spent above the odds to secure the one top class striker available to replace him. Sold out 60,000 seats for his unveiling and shirt/season ticket sales are through the roof. The hype and momentum of that signing will make bringing further recruitments easier, make the club more marketable in terms of sponsorship and retain an upward momentum.
We've got 100% the same potential as them in terms of fanbase, a wealthier owner and a greater TV deal to fall back on. But the club thinks small all the time, buys cheap, markets itself poorly, signs small fry sponsorship deals. No attempt whatsoever to fulfill the potential of the club.