Nigel Clough is using the prize of a visit to Wembley as a motivational tool ahead of Sunday's FA Cup quarter-final with Charlton Athletic.
Of course, the winner of Sunday's lunchtime showdown will be guaranteed a visit to the national stadium as both semi-final ties will be played there.
"Some managers don't like talking about the 'W' word but I'm not one of them," said Clough, speaking to the media in the build up to the last eight tie.
"We are using the Wembley reward as a motivation, an incentive, much in the same way that we did at half-time against Nottingham Forest when we dangled the carrot of a potential all-Sheffield quarter-final.
"A Wembley semi-final is worth fighting for and we know we will have to perform better than we have in the previous eight game unbeaten run to get there.
"In lots of ways it is just another game, but there is also a lot at stake and we understand that."
Clough added: "Charlton are a good team and favourites because of their Championship status. They have had a bit of an up and down season, as their league position suggests, but they picked up good results against Sheffield Wednesday and QPR.
"But I want Sunday to be about us. In the space of couple of weeks we have gone from the bottom three to top ten by trying to be positive and that's how we have also approached the cup.
"We want the players to enjoy the cup, we are not getting carried away, we are realistic but positive.
"The fans are loving it too. The atmosphere at the Forest game was great and the other night, against Peterborough, there were 16,000 in for a midweek game and they stayed behind us to the end - put another 10,000 Blades fans on that on Sunday and it will be a special day."