Outside the top tier of Premier League sides there is only one thing that can motivate a club, ambition. While the top six target league glory, Champions League qualification and domestic cup successes, mid-table sides can only harness ambition and hope to finish in the top half of the league. Ambition is the reason managers are brought in, the reason clubs move stadiums and the reason players make sideways steps. All is done in the name of ambition, and vast amounts of money of course....
Source: 90min.com