West Ham United co-chairman has spoken about what the new manager at Upton Park needs to bring, as the club continue their search for a new boss.
Gold is quoted by VitalFootball as stating:
"The project the new manager faces is to take West Ham to the next level.
"That is to play football in the winning way - but also playing in the 'West Ham Way` - playing a style of football that entertains our fans and have opposing team son the back-foot.
"With us moving to the Olympic Stadium next year, this man must keep us in the Premier League. But we are not content with that as a minimum target."
Indeed it is this figure of speech, the 'West Ham way', which has seen Sam Allardyce out of the door.
The former Bolton Wanderers boss has a pragmatic style of play which, while perhaps unattractive, is successful. But Hammers fans want more from their club.
They expect West Ham to play silky, attacking football, with talismanic players pulling the strings. They fail to get excited by the Kevin Nolan's of this world.
That is what has seen the likes of Marcelo Bielsa, Unai Emery and Slaven Bilic linked with the West Ham role - managers who would adopt a more West Ham style of management.
But Hammers fans should be careful what they wish for. Joe Cole, Freddie Kanoute and Paolo Di Canio were typical 'West Ham way' players and they still couldn't save the Hammers from relegation in 2003.
Plus the teams that have recently said goodbye to Big Sam such as Blackburn Rovers, Newcastle United and Bolton Wanderers have not exactly fared well after his departure.
West Ham will need to ensure they get the balance right between the 'West Ham way' and the 'winning way'.