HAWTHORN'S list is "amazing", if the team doesn't win a flag soon it is a "waste" and if the Hawks don't make the top four this year "we are kidding ourselves," star forward Lance Franklin has boldly declared.
In an interview with the Sunday Herald Sun's Glenn McFarlane, Franklin has talked up the Hawks' chances in 2011 but revealed the hurt the club has felt by underachieving since its 2008 premiership victory.
"With the talent we've got and with the group we've got, it will be a waste not to win another flag in the next three years," Franklin said.
"I think we have an amazing list, but we need to get that winning culture back.
"It hurts the supporters and everyone involved in the footy club when we are not successful, especially with the group of players that we've got. We just need to make it happen."
Since Hawthorn's 2008 premiership, the club has won just 21 of its 45 games and played in only one final, failing to make the eight in 2009.
But Franklin, 24, insisted the team was not a one-hit wonder and improvement would come from Cyril Rioli, Jarryd Roughead and its new recruits.
"It's a new year and we will just wait and see what happens, but we have got the talent. We just have to put it all into place," he said.
"Cyril is one of my favourite players... With the way he has been training, I think Cyril is ready to have a ripper year.
"I am excited and I know that everyone at the club is really happy with the way he is going. I reckon he is ready to make the move into the midfield and absolutely kill it.
"[And] I don't want to pump 'Roughy' up too much, but I would not be surprised if this was his year.
"I think he gets judged pretty harshly, old Roughy. We judge forwards on whether they kick goals or not and he still kicked 53 goals and 46 behinds last year.
"If he can turn those 46 behinds into 20 behinds, then he will be right. I reckon he is just around the corner from having a really big year."
Franklin said young players such as Liam Shiels, Shane Savage and new recruit Isaac Smith would push for regular selection this year, but it would be the more senior recruits (Melbourne's Cameron Bruce and North Melbourne's David Hale) who would help steer the Hawks back into the top four.
"They're experienced players who have been around for a while and that's what we need on our list," he said.
"Brucey is level-headed and switched on. Having Haley as a ruckman and forward will help me and Roughy (Jarryd Roughead) out, as he can take another tall defender."
