The 21-year-old started his career at Manchester United but questions marks over his attitude saw Sir Alex Ferguson's side let the midfielder go.
Since, the youngster has had a loan spell at Queens Park Rangers and is now on loan at Cardiff City.
But he is, of course, a West Ham United player first and foremost, although further questions marks over his attitude may have jeopardised his Hammers career.
'Thousands of kids' would want to be in his position, says Sullivan - and Morrison must sort his career out himself, despite all the 'love' he has been shown.
"The biggest disappointment is Ravel is such a talented individual. Thousands of kids would give anything to have his ability," Sullivan told the London Evening Standard.
"Maybe the penny will drop eventually but his contract is up next summer. We all love him but we can’t do it all for him. He has to do it himself."
The 21-year-old has, however, already won six dribbles.