Hawthorn's winless start to the AFL season has prompted Jeff Kennett to urge the Hawks to put their eggs in the 2018 basket.

The club's former president has all but written off the Hawks' chances of impacting the competition this season after two consecutive 80-plus-point losses to sit 0-4.

Kennett has skin in the rebuilding game, presiding over the club's transition from basket case to AFL powerhouse until 2011, including the 2008 flag.

"We've got to look at our list, maybe thinking about 2018," Kennett told SEN.

"In other words, yes, we can pull off a miracle, but I haven't seen a miracle in my lifetime.

"But we've actually got to start training these boys to regain or gain the skills that will allow us to be competitive."

Kennett did not specify whether a rebuild should include a presence at the trade table or focusing on the draft.

The Hawks tried to reinvent themselves at the end of 2016, but Kennett says more work is to be done. ( AAP: Julian Smith )

His comments contradict long-serving coach Alastair Clarkson, who is refusing to give up on the season despite Monday's 86-point loss to Geelong, which followed a 14-goal defeat to Gold Coast.

Kennett went so far as to challenge the players' desire against the Cats.

"It was as though some of our older players didn't have the speed, maybe did not have the desirability and some of the younger ones still don't have the skills," he said.

Kennett stopped short of encouraging the Hawks' board to sack Clarkson, who has been at the helm for 12 seasons.

But he suggested the coach has overstayed his tenure.

"Clarko has been there for a long time. Eddie [McGuire] has been at Collingwood longer than the ark. Is this good for those organisations?" Kennett said.

"Others will sit in judgement, but I believe six to nine years is the right time for leadership."

AAP