Reading FC Chief Executive, Nigel Howe, outlined his vision for The Reading Way, and how we, as a club, are striving to get back to our core values.
"The Reading Way is about Community, Friendship, Ambition and Commitment," he said. "We're relaunching our identity - working hard, training hard, doing everything we need to do to make sure this club as successful as we can be.
"The Reading Way also involves the way that the owner, Mr Dai, has committed himself and his financial support to the club.
"Everybody needs to feel that we're totally engaged. Every member of staff, every player, every function the club partakes in here in the community.
"We need to get that message across - that we're all totally committed to this vision of going forward.
"We try and build the values in throughout the club. The club is made up of various areas - the first team, the Academy, for both men and women, then we work through to the Community Trust, which has an important factor as it goes out to the wider community.
"All these parts have to form this very important structure of doing it The Reading Way."
Howe was pragmatic about the close season, adding: "Post last season, we knew that we would have trials and tribulations, with too big a squad and the manager wanting to reduce the squad size.
"It's been quite slow in the marketplace, so we probably haven't moved as many players as quickly as we'd have liked. But we've got that commitment to do this, and if everybody is patient over the next few weeks, you should see the same sort of traction we had in the January transfer window - which will allow us to move forward, and bring in the players we need.
"There's lots to look forward to. We've got this pre-season game against Chelsea - that should be a good test to see how the team's formed.
"Then we've got our first game against Sheffield Wednesday - let's get as much support down and behind the team as we can, and of course, alongside this we've got the new kit launch coming that's going to excite everybody.
"What's made me proud since I came back is how quickly our fans came back and supported their club. The existing fans were totally committed, and towards the end of the season, we had such a commitment to the club. The support was so strong and so positive.
"I hope we can continue that and grow that, going into the new season."