As a club, it appears that we are aiming to become a Champions League regular (think Ajax, Porto, Benfica, Shakhtar Donetsk etc). We do this, then the rest takes care of itself. It'll be difficult but that appears to be what the club is aiming to do. We'll have poor seasons occasionally, both domestically and in Europe. Just as the clubs mentioned above do, but they'll be fewer and far between. Our board of directors have clearly realised that Europe has to be the main focus, if we are going to continue to evolve as a club.
They on the other hand, have always been incredibly arrogant and entitled with regards to this. Always played at being a Champions League club. They believe wholeheartedly that they belong there, simply by virtue of being who they are, but have seldom put the effort in to behaving or playing like one in the last decade or so. Winning it back 1967, doesn't mean you deserve to be there every year on name alone. They love to wax lyrically about 'magical' Parkhead European nights. Even bought special lighting to show off with. They've failed to qualify now for 4 seasons straight after having it installed.
When we came back into the league they became obsessed with rubbing our noses in it. They kicked the arse out of it at times to be honest. Despite being routinely humiliated in Europe, it didn't really register to them because they could laugh at or mock us. Well, they aren't laughing much nowadays. They threw everything into 'the ten'. In truth, the circumstances we went through, that made 'the ten' a possibility, damaged Scottish football overall, ruined the national coefficient and lead to them becoming complacent with regards to Europe. If they'd focused mostly on Europe, they would have in all likelihood, cruised to 'the ten' but they couldn't help themselves. They decided laying into us when were down and just about out, was more important, way more fun. In a perverse way, we should be thankfully that they did. Their obsession with our club, one that they claim is only '9 years old' killed their holy grail and has made them routinely a laughing stock in Europe.