He needs to re align that expectation in my books, he can either do a Brighton and make the team well run which will get us nearer that expectations otherwise it's needs quality signings. Yes we have spent a lot but no where near 50 mill players, like paqueto of west ham, cunha of wolves. villa have spent 100mill on transfers each year for the last 4 years to get to where they are.Our business model last year had us finishing 12th (source - independent commission into ffp breaches commenting on our accounts so pretty concrete).
It's not unreasonable to expect the owner to have been more ambitious this season and next season.
It is not unreasonable on that basis for us to anticipate that the owners target is at least tenth (as per press reports in December) and given that he does not accept why we are so accommodating of 'failure' why should we not have the same expectation as he does.
So top 10 should be a minimum expectation from the supporters based on the owners expectations.
15th is too low a benchmark for the owner and should be for us.