An excellent reply Dave. I accept that my own argument will not apply in the event of someone seeing Everton as a trophy purchase as
@Woolly Blue rightly pointed out. However in all other circumstances I believe my argument to be valid.
I make the point about urgency because I am actually addressing the Board and shareholders. I believe we may be at an inflection point in terms of the value of the "second tier" clubs. The combination of already much larger income increasing at a faster rate plus most of the "first tier" clubs in full expansion mode (new stadiums, capacity increases, large investment in infra-structure, global branding and commercial activities) compared to our moribund expansion prospects without huge capital investment will seriously impact a potential investor/purchaser's view of the value of the equity.
Thus the urgency -
if the desire to sell or seek new investment is present then now, and I mean right now, is probably the best time to do it.
If this was a widget manufacturing company facing the same competitive pressures and suffering from the same lack of investment I would be saying the same thing to their shareholders.
The urgency I am stressing is not some vain attempt to make the Board spend more in the transfer market, it is a genuine response to an analysis of the risks associated in thinking that just because revenues are going to explode the club must be worth more in the future - that's unlikely to be the case.