Newcastle United are in an unprecedented situation. Never before have they entered a summer transfer window as the richest club in the world. It's a sensation that will take some getting used to - both for the club and its supporters.
Armed with vast wealth, the Magpies have grand plans to attract the best and brightest talent to Tyneside, selling them the dream of becoming a footballing powerhouse in years to come.
Sven Botman is, and has been for some time, a target for the new ownership. 22 years of age, the Lille defender is highly-rated and destined for a big future wherever he ends up. But that talent means other suitors are sniffing around.
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Newcastle can offer him Premier League football and a ticket on an exciting journey. But can you really blame a central defender for fancying a stint at the Italian giants? The home of Paolo Maldini, Alessandro Nesta and Franco Baresi. Champions League football and a Serie A title defence awaits on arrival too.
Newcastle may have the stunning bridges, award-winning beaches, Wor Flags, a remarkable fan base and a blueprint for future success - but until success has been achieved on the pitch or more big names have followed Kieran Trippier and Bruno Guimaraes' footsteps, they will miss out on key targets.
As such, the owners must be ruthless. No hanging around and waiting a green light that may never come. If a player is dragging his heels, move on to plan B.
Diego Carlos is the prime example. Newcastle could easily have prised him away from La Liga heavyweights Sevilla in January if they really, really wanted too. However, they walked away when the 'Newcastle United tax' was added.
Newcastle scouts have been tracking potential new additions for months. They know the importance of having more than one target in each position. They won't be caught on the hop if a key signing does a last minute U-turn.
Supporters are becoming frustrating with the Botman and Ekitike 'sagas' - but it is worth remembering the transfer window only opened on June 10 and there is still plenty time to craft the right deals for Howe and his team.
Progress is expected in the next 13 days before the Magpies return for pre-season on July 1. It's likely new faces will be involved in the friendlies with Benfica, Atalanta and Athletic Bilbao before the end of the summer.
