Eddie Jones plans to lift England out of the lower tier of European rugby by reversing a culture where players have been happy to collect caps rather than honours.
England have won only one Six Nations crown since 2003 while Wales, Ireland and France have shared out the rest, leaving England in the bottom tier.
Jones believes that in the past England's players have seen international selection as their main ambition - at the cost of their success.
"There is a big difference between playing for England and winning for England. If you want to win for England you have to strive every day to be a better player," he said.
"Maybe in the past it has been just enough to win a cap without winning and the results would certainly indicate that.
"When I showed the players the Six Nations results and where we are ranked since 2003, I think they were relatively shocked.
"It means at the moment we are in tier three of Europe. In the bottom three teams.
"To change that is about three per cent - but that three per cent is hard because it is doing all the things you don't want to do."