Adelaide recruit and leader Alex Neal-Bullen has lauded the club's ability to inspire growth and improvement as they search for a drought-breaking premiership in 2025.
Neal-Bullen crossed from Melbourne last year, where he won a flag in 2021, and is well aware of what it takes to reach the top of the mountain.
The Crows, who have been starved of finals action since 2017, haven't lifted the cup since 1998. But the tide is seemingly turning.
Fresh off a 90-point rout of Sydney at the SCG, Neal-Bullen has been impressed with the environment at West Lakes, noting the development of players, coaches and staff.
"You look at the people within the footy club," Neal-Bullen said.
"Jordan Dawson, for example. He's someone who came into this footy club from another sporting organisation, and his game has flourished, and you see that with a lot of people.
"Whether they're drafted to this footy club, or a Mark Keane, who comes in and continues to improve.
"That says to me that this sporting organisation, this workplace, is somewhere where people come to get better.
"And it has to start with your mindset, and I think you're seeing that from a player's point of view, but also a staff and coach's, where people come into this footy club, and are making this place better.
"Ultimately, we are becoming a better team, but not where we want to be just yet."
Neal-Bullen walked into the Crows alongside GWS pair Isaac Cumming and James Peatling, who's impact has been profound through the middle of the ground. Sid Draper was also drafted with Pick 4.
The quartet of prominent players comes after a shrewd list management plan since the club's grand final defeat in 2017.
Josh Worrell and Ben Keays joined the club in 2019. Riley Thilthorpe, Luke Pedlar and Sam Berry 12 months later.
Dawson, Josh Rachele and Jake Soligo were welcomed in 2021. Izak Rankine, Max Michalanney and Keane the year after, while Dan Curtin has been in Adelaide since 2023.
Matthew Nicks, who has been in charge since the first COVID-19-impacted year, finally has a core he can build around and contend with.
Neal-Bullen also noted the club's strong stance on remaining present throughout their "process" week-to-week.
The former Demon acknowledged the Crows got ahead of themselves in 2024 when the weight of expectations proved too much, resulting in a 15th-place finish.
But the remarkable turnaround has Nicks' men sitting in third spot and among the genuine premiership contenders, with Friday's mouth-watering top-four clash against Brisbane a strong litmus test of where they stand.
"It's a big game," Neal-Bullen added.
"It's where this footy club wants to be: Friday night against one of the most in-form teams over the last couple of years.
"And understanding we have to focus on ourselves as well - we understand the opposition are a great side, but you can't worry too much about them if you're not focusing on yourself and the 23 (players) that will run out."
