His message, according to Forest's goalscorer at Leeds on Saturday, Jack Robinson, was: "Promotion or nothing."
Given that Leeds United started the day top, dropped to fourth and ended up second, and that seven points separate the top 12, the message appears as demanding as a hugely competitive division.
"The owner came in last week and made it clear that it's promotion or nothing for us," said Robinson.
"So we've all got that same goal. It's about coming out on a Saturday and a Wednesday and getting the performances to get those three points.
"He's positive. He's put a lot of money into it, so there's a lot of ambition coming from him, and with the results we've been getting, he's not happy.
"We have to improve quickly."