Sunderland manager Tony Mowbray is urging Manchester United loanee Amad to become more selfish inside the penalty area, insisting that his end product is the only thing holding back his development.
The Ivorian, who spent the second half of last season on loan with Scottish giants Rangers, joined the Championship newcomers on a season-long loan deal in August. He is yet to make his first start for the club, so far being restricted to four substitute appearances.
However, Amad staked a claim for a starting berth after impressing off the bench during Saturday's goalless draw with Preston North End at the Stadium of Light. He will be aiming to force his way into Mowbray's starting line-up for the first time when they face Blackpool on Tuesday evening.
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Mowbray has been impressed by what he has seen from the United loanee so far, but has warned him that he needs to be a little bit braver when in front of goal.
"He's just a young boy really, but he's supremely talented," Mowbray said. "To see his touch, and see how fast and direct he is, it's a lovely thing to watch on the training pitch.
"You see how talented he is, and you can see why he's at Man United, but you can also understand why he's out on loan, to develop the core materials you need to be a competitive footballer. He needs to find a better end product.
"He has all this soft, lovely feet and brilliant skills, but he needs to shoot when he gets in the box. When he sees the goal, he needs to shoot, and he needs to add goals and assists to his name.
"It's not enough just to be a lovely footballer who can dribble and go past people, but never have an end product. That's the message, yet it's not a simple one.
"You have to keep repeating it to him all the time – we have to drill into him that we want him to shoot and get in the box. Can he score a scruffy goal, can he get a rebound off the goalie? We have to get him into those positions, but when it all clicks for him, he's going to be some footballer because he's got every attribute you want."
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