Andy Robinson has revealed his primary task as the new head coach of England is to "bring the creativity back".
Robinson's 'vision for the future', presented to the Rugby Football Union in the address which secured his position as Sir Clive Woodward's successor, included key watchwords - creativity, fearlessness, no compromise, enthusiasm.
If he can develop all those aspects in the England set-up, Robinson believes fiercely his side can become the first to retain the World Cup in France 2007.
What I have said to the players is that we have got to establish a challenging environment over the next four years that will achieve a vision, Robinson said.
There are certain parts of the vision that are important to me: we have got to bring the creativity back, we have got to look at developing an uncompromising side - no compromise on performance - and on top of that having enthusiasm.
That is the next few years in terms of how I look at it.
When Robinson took over from Woodward in a caretaker capacity he spoke briefly of his desire to get the back division functioning, but that requires players to have the courage of their convictions.
It's important we have a no-fear environment, he said, indicating that courage had been sapped in recent months.
Robinson was officially confirmed as England's second professional head coach on Friday having presented his vision to a five-man RFU panel which agreed unanimously he was the right man for the job.
His immediate goal is to return England's winning momentum after five defeats in six Tests, when Canada, Australia and South Africa, the Tri-Nations champions, arrive at Twickenham next month.
I have a plan. Part of that plan is winning the next three games. I believe that any team that represents England has the ability to win. It's about preparation, he said.