Much like corporations, clubs love to talk about vision, philosophy, values and identity. Who are we? Where do we want to be? It's the kind of stuff that keeps motivational speakers steadily employed and MBA programs in business.
You presume the current incarnation of Chelsea are no different. There's a "project" -- no, better yet, a "roadmap" to success -- and it involved hiring manager Graham Potter, as well as a bunch of new scouts and recruitment guys and making hefty investments in January. (Of course, they made hefty investments in the summer transfer window before that, but that probably wasn't part of the grand vision, since the only guys making the decisions were club chairman Todd Boehly, co-owner Behdad Eghbali and manager Thomas Tuchel, with the latter quickly fired by the other two.