The coming summer transfer window looks set to be a very interesting one if you are a West Brom fan.
After a turbulent season that saw them pushing for automatic promotion, sacking a once much-loved manager and being knocked out of the play-offs on penalties to a local rival there is a sense of 'what now?' emanating from the Hawthorns.
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With last season's star striker Dwight Gayle unlikely to return to the club and bids anticipated for the likes of Jay Rodriguez, Craig Dawson and Ahmed Hegazi, nobody really knows what the Baggies will look like come August.
But step one must be to appoint a new manager and they cannot settle.
The Baggies seemed to settle for Tony Pulis when they hired him, they then settled for Alan Pardew as his replacement and they settled for Darren Moore last summer.
West Brom have not hired a manager they have genuinely wanted for years.
Now, that has to change.
The name that has been most heavily linked with the vacant position over the last two weeks is Lincoln City's heroic manager Danny Cowley.
The still relatively young boss has seen the Imps promoted from the conference and then from League Two as Champions this season - his stock has never been higher.
And it appears the Baggies are keen for him to replace Moore.
Many - myself included - do not think Cowley would be a good fit for West Brom.
Their fans have been eager to see good football for years, growing angry with Pulis and Pardew for those reasons, and Cowley will not bring that.
But this is not the most pertanent point surrounding the rumour.
If West Brom want Danny Cowley as their manager - and have planned for him - then they must be bullish and go and get Danny Cowley to manage their team.
As strong as his links are to the Imps, they are links that can be broken. This is football, after all, and money talks.
So if they want him enough, they will be able to get them.
Whenever West Brom have settled on a third or fourth-choice manager in recent years, it has ended badly.
It is time for that to change.