Rio Ferdinand believes that Manchester United need to win the Barclays Premier League title more than ever this season, to ensure the club continue to strive for success in the long term.
Ferdinand himself is no stranger to winning trophies at United; the England international has won five league titles and a Champions League trophy with the club, and is showing no signs of slowing down.
And Ferdinand says that youngsters such as Chris Smalling, Tom Cleverley and Danny Welbeck need to experience the pressure and expectation at United if they hope to keep the successful era at the club going.
"Getting that continuity, that smell and taste of success is something that all the young guys who have come into the squad and not won anything yet need to feel," he said.
"They need to sense it and become a part of it. I am sure they will enjoy doing that this year."
Ferdinand has felt the high expectations placed on United players since he walked through the tunnel at Old Trafford for the first time.
But rather than feeling intimidated, the 32-year-old has used the disappointment of losing and the expectation of success to his advantage.
He added: "Maybe people will look back and say this was golden period.
"It is certainly up there as one of the most successful periods in the club's history. It is great to be part of it because the memories of not winning things are awful.
"We won the league in the first season I was here, and then went three years on the bounce without winning it.
"This place is like a morgue after losing a game. It is depressing. You don't want to walk to the shops. You are embarrassed walking anywhere.
"If you want to be successful, you have to remember those feelings and hope they don't come back."