Gold Coast co-captain Kevin Proctor wants to make one thing clear - the days of the Titans being a 'transit lounge' are over.
The Storm have long held a culture that other teams in the league have tried to emulate - and the signing of the Kiwi international in 2017 marked the start of an attitude change in south-east Queensland.
"I'm just trying to be a good influence and pretty much be myself, lead by example, do my extras and teach the boys the right things to do," Proctor told Wide World of Sports.
"If I'm not doing that, why would any of the other guys?
"We want people to actually want to come to the Gold Coast, not just come up here to retire and get a pay cheque.
"Especially in the last year or two with Justin (Holbrook) taking over, there's been a massive change.
"You can feel it around the club as well, it's a good vibe and there's so much excitement. You've seen it transition and with the right people at the top, it's all starting to take shape."
Coach Justin Holbrook is going into his second year at the helm, and many are earmarking the Titans to shoot up the ladder after a series of big-name signings, most notably David Fifita and Tino Fa'asuamaleaui.
"They're going really well, they've bought into what we're trying to do up there. It's pretty exciting having those guys coming in. We've got heaps of strike power and a lot of depth now," Proctor said.
The recruiting strategy is to get people who are buying into the culture, not just judging potential signings on pure talent.
"They [Holbrook and Mal Meninga] are recruiting well, and it's not just the player but the person they are as well. If they're a good player but wouldn't necessarily fit in to the culture, we don't want them."
Proctor is urging those around him to block out the outside noise, and to not take success as a given.
"I think they're saying that just because of how we went at the back end of last year, and the new recruits we've signed," he said.
"The hype is good but it's not just going to happen. It's going to take a lot of hard work and I need to reinforce that to the other guys."
Proctor's co-captain Jamal Fogarty was one of the breakout stars of the team in 2020, and Proctor said that his emergence, along with the brilliance of AJ Brimson, would allow Ash Taylor to shine.
"For a half, Ash doesn't really talk or organise as much as Jamal. For him to take that back seat and just let Jamal run the team, I think, has done wonders for Ash's game," Proctor said.
"He can just play without worrying about steering the team around."
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