Re-generation, coming back stronger and better. Atletico Madrid have made an art form of it in recent years.
Sell Fernando Torres, no problem, Sergio Aguero steps up. Sell Aguero, go and splash the funds on Falcao.
After two seasons with the Colombian, flog him for £50m plus, sign David Villa for under £5 million, and watch Diego Costa blossom into a 22 goal in 21 game striker in his place.
And right now they are better off than how they started, challenging for the La Liga title and into the last 16 of the Champions League as group winners.
So if manager Diego Simeone finally relents to Manchester United's approaches and cashes in on Spain under-21 prospect Koke, you'd better believe he has something bolder and better lined up.
That's exactly the case according to Spanish newspaper AS, who write that they are plotting a sensational bid for Bayern Munich attacking midfielder Toni Kroos.
The paper write that they have approached Bayern, who have told them Kroos will cost at least €35 million.
Kroos is an important cog in the Bayern machine, but Pep Guardiola's long-term vision for Munich is difficult as yet to decipher. A bid of that size will certainly make them think.
Ultimately it's a very ambitious transfer for Atletico to try and make, but says something about their plans, and that they want to mix it with the very best in Europe.
Selling Koke could help finance a transfer, and keep their evolution turning. This isn't a deal they could likely push ahead with unless they cash in on one of their assets, so if their enquiries feed back positive news, they may have found just the incentive to sell the United target.
Once upon a time it would have been United themselves who would be boldly approaching Bayern, but right now even the young Spaniard would represent a coup.
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