Albion star James Morrison today revealed how fear of the axe is firing up the Baggies as he hailed the club's latest Premier League recruitment drive.
The Scotland midfielder, who questioned the Baggies' ambition in an interview last season, praised the club's summer signings for increasing competition at the Hawthorns.
And Morrison reckons the transfer activity that helped convince him to sign a new four-year contract has created a fierce battle for places in Steve Clarke's squad.
In an interview in January, Morrison accused Albion of failing to build on their success and "settling" for top-flight survival.
Today he joked: "It worked, didn't it! We have had some good players come in recently.
"Romelu Lukaku has come in, which is a good coup, we have got Yassine El Ghanassy, who is a good attacking player, and Markus Rosenberg, a great striker and he's been looking dangerous in training.
"Zoltan Gera is like a new signing really and Claudio Yacob has fitted in well."
Captain Chris Brunt, Lukaku and Rosenberg have yet to start in the league this season while Gera has figured just once.
Morrison said: "It's a good thing but, at times, I'm sure it's frustrating for the people not playing.
"Brunty is captain and has been a key player, but it just shows how good a job other players have done."