Sunderland boss David Moyes admits his pride has been hurt by his ongoing battle to rescue a club which has "forgotten how to win".
The 54-year-old Scot could suffer the ignominy of taking the club down to the Sky Bet Championship after a decade in the Premier League if they lose to Bournemouth today, with fans in open revolt as a traumatic season approaches a seemingly inevitable conclusion.
He said: "Oh, it hurts me, it hurts me totally. I'm certainly not smiling and laughing and enjoying myself. You want to have a winning feeling. Maybe we've forgotten how to do that.
"We have forgotten how to win. We have got to find that and we have got to get it back quickly."
For all Moyes is currently bearing the brunt of mounting frustration on Wearside, he inherited many of the problems he is currently facing with toxic debts making for a bleak financial picture.
However, he insists he has the appetite to see it through and has no intention of walking away. He said: "I'm here, I'm doing the job, I'll be working as hard as I can preparing the players to try to win tomorrow. We need to win tomorrow. We don't want to go down, but we also want to build momentum."