Real Madrid must rediscover their "hunger for success" after a disappointing 2018-19 season, according to club president Florentino Perez.
Madrid could only manage a third-place finish in LaLiga last season, as three coaches failed to provide a huge amount of inspiration.
Julen Lopetegui lasted until October, before his successor Santiago Solari was dismissed in March to allow for Zinedine Zidane's return, though they were no better under the Frenchman and finished a whopping 19 points adrift of champions Barcelona.
Madrid were also dumped out of the Champions League by Ajax in the quarter-finals having won the title for three consecutive seasons, and Perez is demanding that winning habit returns.
Speaking at Madrid's ordinary general assembly, Perez said: "This is a united club and that's our strength, the strength of 'madridismo' [Real Madrid fandom].
"We have to understand that this team had won everything there was to win in a unique and historic cycle which saw us lift 17 titles in the past nine seasons. An almost inimitable cycle.
"It's been a difficult season and we've all taken stock where necessary, because we need to turn the situation around. Don't be in any doubt that we will do just that.
"By placing great demands on ourselves, we must carry out the transformation required which will allow 'madridistas' [Madrid fans] to dream of new successes and titles.
"Our challenge is to keep winning on an international football stage which is increasingly complicated and competitive. And of course, we need to recover that hunger for success. The desire that has been a crucial factor in enjoying one of the best eras in our history."