Cardiff City boss Steve Morison launched into an impassioned rant after his side surrendered the lead in the Severnside derby loss to Bristol City and has told his players these losses simply have to "hurt more".
It was a hugely disappointing result for the Bluebirds, who took the lead through James Collins before Chris Martin's double and an Andreas Weimann strike downed Cardiff at Ashton Gate.
It was the meek manner of the goals conceded that will have caused so much anger for Cardiff fans and Morison shares their fury.
"We weren't good enough, we just got outfought in the second half. Outbattled," Morison said.
"We need to be better. It's got to hurt more. It's got to come from within.
"People will always look at team selection or tactics, the reality is if you don't do the job you're asked to do or employed to do by the football club then you're going to get beat.
"It hurts me for the fans and it hurts me for the football club. But it's not me getting outfought. It should hurt them a hell of a lot more than it hurts me.
"It should hurt them to go and get in their car again and go and tell their family, kids, or whatever, 'Oh we lost again'. That's my question; does it hurt enough?
"I'm going to get in the car with my family, no one is going to talk to me on the way home, because that's how much it hurts.
"It's just not acceptable, second-half performances like that."
Morison also admitted it was the most frustrated he has been standing on the touchline as Cardiff boss.
"It was the most that it hurt me standing on the touchline, in terms of frustration," he added.
"We are just so nice. So nice. I have to tell them to go and get the ball, they are just standing there like, 'Oh we've lost again.' Come on. Go and leave a bit on someone. Go and drag the ball off someone, make the goalie hurry up. They are just booting balls into the stand thinking, 'That's alright, we've got another game next week'."
Morison this week said when he was at Millwall, then boss Kenny Jackett told him he was being too nice and wanted to make him more streetwise, something the Bluebirds boss claimed help him kick on his career.
However, Morison believes that the entire Cardiff squad have to take a look at themselves and harden up if they are to eventually drag themselves out of this relegation fight.
"When Kenny Jackett did that to me it was just one player," he said. "There is not enough time in the day to do that to the whole squad. It has to come from them.
"People are going through the goals as we speak because people have got to do better in those moments.
"It's not like this has just happened today. There is a reason why we are down the bottom, we can't keep relying on everyone else not to win.
"We've kept one clean sheet this year. It's just got to hurt.
"The players have to ask themselves, does it hurt enough? We need to stop talking about that, I need to shut up, because I can talk too much. Players who are not in the squad who kick off, 'Oh I'm not in the squad, what is your plan for me?' It's one game. Relax. We are going into two games a week for six weeks, everyone is going to be used.
"But it doesn't matter what team you pick, certain things are happening all the time and it's a habit that they need to kick. I can't be more honest than that.
"You're all quite happy to dig me out when I dig out one player on his own, what are you going to do now? I'm being honest about the whole team."
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