Juventus President Gianni Agnelli has made winning a piece of silverware imperative in his effort to let everybody know that the Old Lady is back.
Agnelli has been in the job for 204 days and is keen to carry on the family legacy of leading Juventus to glory in Italy and abroad.
Earlier this week, he assembled the club at the Royal Park Hotel for a Christmas dinner during which he made his intentions known.
The 35-year-old said that it is his No 1 priority to show the world that Juventus are finally back at the top and mean business.
La Gazzetta dello Sport understands he left the players and coaching staff under no illusion that a victory either in Serie A or the Coppa Italia would be important to realising that goal.
He also applauded the club's focus on young players, which will become a hallmark of Juventus' strategy in light of the financial fair-play regulations, which are due to come into effect.