Ashley Cole is as hungry as he's ever been to ensure Chelsea end the season as Barclays Premier League champions.
The Blues currently sit third in the table after seven games - three points behind league leaders Manchester United and Manchester City.
Andre Villas-Boas is steadily adopting the attacking philosophy he instilled in his players so successfully at Porto last season and, it would appear, it is still very much a three horse race for the title.
Chelsea have got used to that winning habit in recent years, and will battle with the Manchester duo until the last, desperately seeking to lift a four league crown in seven years.
Cole epitomises the winning mentality at Stamford Bridge and, he says, the feeling of losing still hurts him as much now as it ever has in the past.
"I just hate that feeling of coming off the pitch having lost," explained the England defender.
"All my life I have tried to win things and battle against things and that losing feeling, I don't like it. I always want to win and it is a kind of a fear as well, it drives you on."
He added: "I want to win the Premier League every season. I have been lucky to play in two Champions League Finals and to get to the final you don't have to be the best team, the further you get it can be the luck of the draw.
"But to win the Premier League you play tough teams week in week out and you can take nothing for granted. To be champions in England is a great achievement."