Motherwell manager Stuart Kettlewell is driving his team to create cup memories he feels there is “no substitute for”.
The Fir Park side welcome Dundee United on Friday night for a place in the last four of the League Cup.
Volunteers have distributed thousands of leaflets in the hope of attracting a bumper crowd for the quarter-final tie.
And Kettlewell is desperate for his side to reward the support of the fan-owned club with a memorable evening and a trip to Hampden.
“We are a fan-owned community football club, I for one would love to celebrate that,” the Well boss said.
“My job is to make sure the players give the supporters and everyone that comes here to back us on Friday something to cheer about.”
Motherwell have not been in a semi-final since finishing runners-up in both domestic cups in the 2017-18 season.
The Fir Park club are also without a major honour since winning the Scottish Cup in 1991.
Kettlewell, who was part of the County squad that reached the 2010 Scottish Cup final, added: “I think sometimes we just look at the monetary aspect of football. People want security, win bonuses and all these different things.
“But I was probably brought up in a simpler time and a simpler mindset that careers are defined by success, and that’s how I look at it.
“I’ve always been someone massive into the fact that I certainly wasn’t the greatest player in the world, but I’m proud as punch of the medals that I was able to win.
“Getting players into that mindset tends to breed success because you have a real hunger for it. Whether you’re able to achieve it, whether there’s disappointment in there, can always be a fact of life, not just football.
“There’s no substitute for those memories, those bits of success and what that starts to build in your CV.”