Mauricio Pochettino is refusing to get distracted by the clamour for Tottenham to win trophies, insisting the long-term development of the club is more important.
Spurs have been one of the best teams in England under Pochettino over recent seasons but have yet to back that up with honours.
They have not won any silverware since lifting the League Cup in 2008 and detractors have suggested Pochettino’s work at the north London club is being undermined by the gaping holes in the trophy cabinet.
The FA Cup remains their only hope this season ahead of their quarter-final clash at Swansea on Saturday.
But Pochettino is focused on his mission and believes trophies can soon be forgotten.
“For me, the most important thing is the process,” he said.
“Take Leicester – all that they enjoyed was the process. It was a fantastic story, that Leicester won the Premier League.
“But the moment you lift the trophy and then put it down, that disappears. You will be in the history but you cannot live in the past.
“When you win something it is like you have finished an amazing job. But the process is the most beautiful thing, no?
“When you arrive, you arrive. But then you need to be ready for the next challenge. If not, all that happiness will transform into sadness.
“That is in society, not just football. You need to find different motivation and stimulus.
“I’m not saying that winning is not good, all that we are doing is to try to win.
“The culture of winning is so important but to create that culture, you need to work a lot and take many steps to arrive there.
“It is not, ‘Oh I am going to create a winning mentality and culture. OK in two months, we are going to start to win’.
“It is not like this. Different groups, different clubs, you need different timings, to arrive.”
Pochettino’s men, despite missing star striker Harry Kane, will be favourites to progress to the last four of the competition against the Swans, who have shown considerable improvement under Carlos Carvalhal.
“Of course Swansea have quality players,” the Spurs boss said.
“If you find the way that exploits this then he (Carvalhal) deserves the praise. He finds this point to change the dynamic of the team.
“It does not surprise me, because in football today it’s difficult to surprise people, but yes of course he’s doing a great job, he, his players and his staff.
“Of course, we expect a great atmosphere. Swansea will be motivated to go to the semi-final like us. It will be so tough.
“Look what happened with us at Rochdale or Newport. The competition is completely different to the Premier League. They will be so motivated and it will be a tough game.”