Former Everton goalkeeper Neville Southall has questioned the club's ambition and said the Toffees must aim to be the best in England.
Roberto Martinez's team sit 11th in the Premier League, stand no chance of qualifying for Europe next season and were dumped out of the FA Cup in the semi-finals by Manchester United.
The 57-year-old, who made over 500 appearances in goal for the Merseyside club, feels there is no direction at Goodison Park and believes they must learn lessons from their cup-conquerors, who boast 20 league titles.
"We need be winning the league," he told Radio City Talk . "We should be proud enough to say we’re going to win the league.
"When you walk into Man United their target is to win the league and they don’t mind saying it’s to win the league. What is ours? David Moyes told us that top 10 was great. This is a pile of rubbish.
"I’d like to see a proper philosophy and a proper message come out of the club. It comes from the top. I have no idea what their plans are, I have no idea what their ambition is and I have no idea what their aspirations are.
In February 2016, Farhad Moshiri bought 49.9% of the club and Southall hopes the new shareholder can introduce a new attitude going forward.
"We don’t seem to have a clear message but maybe the new fella [owner Farhad Moshiri] will have a different way of doing things and we will," he added. "I’ve never heard the chairman [Bill Kenwright] come out and say: this is what we want to do, it’s all: let’s just do this, let’s just do that.
"There’s no long-term plan, everything’s week by week and you’ve got to have a clear philosophy of what you want to do.
"When you get a new manager in his philosophy is to win the league, that’s what he’s there for - to win trophies. If that’s not very clear then there’s something wrong with the>
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- Goal