'Challenge' is a word that crops up frequently when talking to England women's cricket coach Mark Lane.
He has challenged his World Cup-winning players to 'kick on' and achieve even more success, to one-on-one cricket sessions to address their individual skills, to team bonding days on zip wires in Wokefield Park, Berkshire, and to matches against boys to 'expose' them.
He even took 20 girls to a Take That concert.
The 41-year-old has deliberately kept his World Cup squad together for the ICC Women's World Twenty20, which starts on June 11 in Taunton, but has challenged the 14 players to add 'a bit more craft' to their game.
In short, Lane seems to have cracked the difficult balance between contest and reward, taskmaster and ally, that is vital to any coach.
He's also extremely likeable and is passionate about the women's game.
'It's cruel to be kind,' he explains, 'I like to see people putting themselves up against other people and see how they're getting on. I want to watch something where there's a winner and a loser.
'As a batter, certainly in the women's game, you are isolated for longer. You've got to walk out on your own, you stand there on your own and then you've got to walk all the way back on your own.
'Whereas, as a bowler, if you don't bowl so well it's "Off you go, just pop down there" and we can hide you for a few minutes, then you can come back in to be exposed.
'But the batters - it takes a certain boisterous sort, like Claire Taylor, like Lottie [Charlotte Edwards, the captain], like Sarah Taylor, to stand out there and do it.
'Like Beth Morgan. She scored a brilliant 88 in a Twenty20 game. Brilliant. But she couldn't get off the pitch quick enough.
'I said "If you were at Lord's, mate, you've got to soak it all up. You've got to take a deep breath and think 'This is what I've done'."
'She was almost embarrassed to do well.'
England's women, of course, should have no such feelings of inhibition.
They won the ICC Women's World Cup in March this year, hold the Ashes and count Claire Taylor, the first woman to be named in Wisden's Five Cricketers of the Year, among their ranks.
'She's proper,' says Lane, who has been her batting coach for 10 years, 'Proper.
'She's done so much for the women's game and I think everyone involved in the game is very proud of her. She is a fantastic cricketer and a fantastic person.'
Taylor was Player of the Tournament at the World Cup, making one century and two half-centuries en route to England's thrilling four-wicket win over New Zealand in Sydney.
'It was very emotional, very intense,' said Lane. 'I know this might sound daft, but to us...My brother rang me up and he said: "You wouldn't believe the hype that's going on here."
'It was kind of like Euro 96. We were there, just going about our daily business, but it was all the buzz and hype around us.
'I mean, there were 4,000 people coming to watch the final. There were loads of England fans and we thought: "Hang on, this could be something special."'
The squad may have chosen Take That songs 'Never Forget' and 'Greatest Day' as their anthems after watching Gary Barlow & Co in concert, but nobody could accuse Lane of fostering sentimentality in his squad.
When asked how pleased he was to see his girls recover from an eight-wicket thrashing by Australia in the Super Six stage, he glistened slightly.
'You're only the second person who's ever mentioned that to me. Because everyone forgets that, don't they?' he said.
'I thought, let's rest a few of the players because we had lots of games in a short space of time.
It doesn't matter if we lost against Australia - yes, I know the kudos and everything - but this is tournament cricket. You've got to win at the right time.
'There's no point winning against Australia and losing on the Sunday. We wouldn't be here now, would we?'
He's right, we probably wouldn't. And Lane would perhaps have missed out on one of the undoubted gems of his coaching career, overseeing me make a fool of myself in a fielding drill as I was outclassed by Essex Under 17 Girls in the Indoor School at Lord's.
'You did well,' said former Cambridgeshire and Derbyshire all-rounder Frank Griffith, 41, who was watching his daughter, 13-year-old Cordelia.
'The only thing was you always picked the ball up with one hand, and it would probably would have bobbled a bit if you had been outside.'
Good thinking, Frank.
Cordelia, a bowling all-rounder from Chigwell, Essex, is one of the thousands of girls who have taken up the sport.
She has her dad to thank for the weekends legging it across the country with Essex Under 13s (and her mum, Cheryl, 37, for helping her get there), but many others have been inspired by the achievements of Edwards and her team.
Essex's Laura Owen, 17, admitted her mates now have an inkling as to how she spends her weekends and Sky Sports ECB Coach Education Programme recently announced a 49 percent increase in participation.
This is all good news for Lane, who has spent 13 months as head coach of England's women and has the Twenty20 World Cup and Ashes to look forward to this summer.
'We're looking all right,' he says, with a confident smile. 'I think we can do it again. Certainly comparable to last year they're better cricketers, smarter cricketers, wiser cricketers.
'They're a very, very well-drilled unit who know what they want and know how to go and get it.'
The main challenge, perhaps, is whether our men can live up to the women's example.