Lacklustre performance
Last season, and the last two months and nine games was some of the most frustrating football I have seen. Particularly, where Everton were in the league and after the last season at Goodison Park, 12 months before. From my seat in the East Stand we witnessed EFC giving away late goals time after time after time. Make no mistake. David Moyes is the manager and bears that responsibility. Even if he farcically claimed he did not know why fans were “frustrated”. It was also extremely frustrating to see – with European Football still on the table, CEO Angus Kinnear claim in the EFC programme notes that EFC were “happily dissatisfied”. Sunderland AFC and this is no criticism of them at all, saw their opportunity. They took it with both hands. They defeated EFC and Chelsea. Leapfrogging EFC, to get 8th position and Europa League qualification. Whereas Everton fell to another unacceptable performance last day of the season and 13th position. This made a difference of £20 million lost prize and faculty monies and estimated by TheEsk a minimum of £21 million in lost European revenues. I know many in the fanbase are not “happily dissatisfied” with it. A nonsense paradoxical phrase that was poorly timed and utilised.
What do we intend to do about it?
For me, there are continuing signs that Everton has cultural issues of a poor mentality and excuse making. Blue Union members, previously used the phrase “plucky little Everton” (BBC News: 10 September 2011) to describe such a mentality that had developed at the club. Time has proven them correct. Blue Union were right. Those that doubted them which included myself, were wrong. That mindset has pervaded the club for many years, and we need to put a stop to it. We also need to issue “a correction” to David Moyes and the players and everyone at the club, for failing to achieve Europe.
During this season, David Moyes persistently talked Everton down in press-conferences. Also with an air or implied that Everton are weak or struggling. This is mirrored in comments within the fanbase of mirroring that view. Such as “look where we’ve been the past 3 years” as reasons that European football was unrealistic. Well, this is a newsflash for people: Sunderland AFC went from Championship football to Europa League in ONE season. They were not continually making excuses or playing themselves down. Yet expectation of Europe being the target was played down at Everton. SAFC were aggressively pursuing upwards in the league. They smelt blood and went for it. Sunderland AFC have posted countless times since the season end of their delight of getting Europe. Good on them.
However, as an Evertonian I have done nothing but rage since the season ended at our failure. For me, it is clear the constant talking down of Everton by people like David Moyes needs to stop. Even if it is done by implication. A fundamental principle in psychology is: we are what we say we are. There is no excuse for not getting Europe. Everton’s mentality should have been squarely: we are in this fight and we will do whatever we need to do to get Europe. That needed to come from the manager and senior leadership and ownership. Every single day without fail. This did not happen. I can therefore say for me, I will be taking a zero-tolerance approach to David Moyes implying EFC are still in a weakened state or should not be aggressively pursuing opponents. Other clubs are doing it so why are Everton not?
At the end of last season at Goodison Park, Moyes said:
“… the people at the club make it, you always have done. You have the chance to make it at the next stadium; we need every one of you there same as today. First game of the season next year need you all at right away to help us”
David Moyes on the mic on the Goodison Park pitch
Well David, I was at every single home game and did not leave the ground early. Which is due to the awful transport issues that are still not satisfactory. I am very much in a position to comment. Since I did what you asked, along with the rest of the fanbase.
I was furious with David Moyes when he subsequently went on the BBC Sport: Wayne Rooney podcast. Where we were subject to Moyes and Rooney grinning at the camera. Whilst they went on yet again about something from 22 years ago in 2004. It has literally been done to death. It was a very poor look for Moyes and everyone at the club. It was two decades ago. On the back of Everton non-qualification for Europe. It is also not in keeping with Everton Football Club brand projection. TheEsk wrote about a desire to double Everton’s brand value by 2031. How can we achieve increases in brand value if we demean our brand? Just not acceptable and must stop.
The same applies to all persons at Everton Football Club, from the bottom up to the very top. It also applies to media members surrounding the club. Including at The ECHO and at others. There always seems to be an excuse for not delivering. The “plucky little Everton” moniker is in stark contrast to the fact EFC are now in a new, bigger, state of the art stadium. Fans ticket prices have gone up yet again, so revenues are up, so the mindset needs to adjust. That needs to come from senior leadership both off the pitch and on-the-field. Stop making excuses. We moved from Goodison Park (ca. 39,414 capacity) to Hill Dickinson Stadium (ca. 52,769) and we have yet to see the mentality change occur.
Everton crest on the side of Hill Dickinson Stadium
Embracing the club motto
Everton is not a “plucky” or “little” club and never has been. As every Evertonian knows, the club motto translated from the Latin is “nothing but the best is good enough”. It needs to be embraced by everyone at the club. We do not want to be seeing excuses. If you fail, admit it and speak directly and tell us how you are going to address that failure. Sir John Moores did it in his famous interview:
"Everton is a very good club with a very good crowd, but they expect success and if they don't get success something should be done about it – and something will be done about it."
Sir John Moores
Sir John Moores
The pinnacle of good leadership is illustrated right there. Sir John Moores certainly made some mistakes in his time, but he delivered two league titles and an FA Cup and forays into Europe. At a time where Everton had some of the largest attendance figures in its history. We have had no trophies in a generation and have not been in Europe for 7 years. Sir John Moores demonstrated the leadership every Evertonian expects at the club. We expect leadership to speak directly. When failure occurs, admit it and tell us how it will be rectified.
TheEsk wrote about “the projected financial cost of missing Europe” on 18 May 2026:
“The strategic implication is that the Friedkin transfer market plans for the 2026 summer window, which were widely expected to involve significant investment — must now be recalibrated downwards by something approaching the value of the European miss.”
Why has the club not commented on how it is mitigating such a miss to our transfer plans? Why is the club not resolutely and publicly stating that this coming season that Europe is absolutely the minimum objective for Everton Football Club?
Conclusion
It is a time for bold objective setting. Aggression. Demonstrating that: Nil Satis Nisi Optimum means something. It may not to some people at the club but I can tell you now, it does to me and the vast majority of Evertonians. The days of the former regime and that weakness and excuses are over. Not tolerate a perpetuation of it. The Everton fanbase is not stupid and saw through faux claims from the last regime. We need to see rapid genuine progress this summer with clear and decisive leadership. Like a drumbeat. Coming out of Bramley Moore Dock and Finch Farm every single day.
If Angus Kinnear were smart, he would step well away from the “happily dissatisfied” miscommunication. It is fine to tell fans we are “dissatisfied”. Reflecting what our true objectives should be as Everton Football Club.
We need to see in everything that the club does: Nil Satis Nisi Optimum is firmly being progressed. Today was the time for harsh truths and pointed criticism. Next we need to see a reaction and aggressively showing that, indeed: nothing but the best is good enough.
Supplemental
Everton Football Club has Nine (9) League Titles, Five (5) FA Cups and One (1) Cup Winners Cup
Why is this fact not on clear display at Hill Dickinson Stadium?
There is one tremendous banner displaying this fact associated with the club motto. The club should be displaying this fact, proudly.
Everton crest fans in the Hill Dickinson Stadium fan plaza
Either no responses have been submitted so far to this article or previous submissions are being assessed for inclusion.
Only registered users of Evertonia can participate in discussions.
Or Join as Evertonia Member — it takes just a few minutes and will allow you to post your thoughts on artices across the site.