The idea that European Competition is something of a hindrance, and should be avoided at all costs. is probably what annoys me the most. It is an attitude that will allow the 'top six' to dominate English football, and the European places for years to come.

Southampton have shown the greatest ambition and taken some extraordinary risks, yet have managed to secure themselves as a Premier League team.They've made whopping profits on a number of players (Lallana, Lambert, Clyne, Shaw, Lovern, Chambers), accepted a large pay-out for the loss of former manager Mauricio Pochettino's management team, and replaced him with the highly capable and ambitious Koeman - whilst also bringing in some top players like Pelle, Long, Clasie, Juanmi, and Tadic.I even notice that unlike West Ham, they now have Dutch international keeper Stelekenburg on loan from Fulham as back-up, while they effectively have first refusal on Steve Caulker. They have also managed to purchase their equivalent of Carl Jenkinson in Ryan Bertrand, while it seems that we are paying Arsenal from the privilege of raising their player (who now has a long term deal with them).The only disappointment from this season's window for Southampton has been their failure to secure Toby Alderweireld. Yes, the likes of Dani Osvaldo have been a mistake, but in the three seasons that Southampton have been in the Premier League, they have seemed almost incapable of falling into a relegation dogfight, have taken out some big teams, and have made St Mary's a tough place to travel.It's hard not to look at Southampton - whose experience is not entirely different to ours - and feel that we are just not utilising the same mechanisms that they have employed to make themselves as competitive as they can be.1. Both teams were promoted in 2011-2012.2. Both teams have sustained a three year Premier League existence (which is usually a barometer).3. Both teams currently have one of the new wave of manager with good experience, but not old style.But that is where it ends.1.Southampton have constantly attempted to upgrade their team, and have often sold some real talents to do so (although I'm not sure by choice), but their scouting has been excellent.2.The likes of Clyne, Chambers (although awaiting his debut with Arsenal), Shaw, Lambert, Lallana, and Rodriguez have all become England internationals while at Southampton, while it only seems a matter of time before Ward-Prowse gets his chance. Equally, Pelle became an Italy international due to his performances at Southampton, as did Fonte with Portugal.3.Southampton have willingly invested ?10million+ on multiple players, each season since promotion, and said players have generally delivered.4.Southampton have developed a competitive squad, with a number of good players not guaranteed starting places.5.Southampton take cup competitions seriously.West Ham United, on the other hand:1.Have attempted to rely on some of the same players year in, year out since promotion. In fact up until around this time last season, the team which started the play-off final, could still have taken its place on their field at why.2.We pine for the likes of Tomkins and Noble (our best possibilities) to get international recognition, but it just seems highly unlikely to happen, particularly in the case of the latter who has been playing first team football here for over a decade.3.Our commercial value signings have not worked out. Jarvis' value has plummeted, Carroll has been on his sick bed for most of his career here, and the jury will have to decide whether Valencia has been money well spent once he returns from injury.4.Our squad is relying on players like Randolph, O'Brien, Nolan, Amalfitano, Zarate, and Maiga. They are not competition to the likes of Cresswell, Tomka, Noble, Jenkinson, Kouyate, Reid, Sakho, and Payet, and as such it should be a concern that complacency is an issue.5. Our attitudes to the cups have been a disgrace since promotion.Essentially, I think we could learn a lot by looking at the model that Southampton have in place, whether we like them or not. Realistically, they are not nearly as attractive a prospect as we are, but with European Football likely to be on offer, they have already made themselves more attractive than we have.