For Team GB blind football captain David Clarke, winning a silver medal at the 2012 Paralympic Games will represent failure.
England's most capped international is a five-time silver medallist at European Championships - and he has no intention of adding a sixth to add to the collection in London.
"I own five silver medals and loathe every single one of them - gold should be the only medal there is," he reveals in a 90-second film sponsored by Sainsbury's, the first of 10 specially made videos featuring some of Britain's best Paralympic talent.
The films focus on the dedication and sacrifices each athlete has had to endure in their journey to the 2012 Games in London.
Clarke - whose film kicks off the series on Channel 4, the official broadcaster of the 2012 Paralympic Games, at 1955 BST on Monday 30 January - is also joined by Paralympians Ellie Simmonds (swimming), Jody Cundy (cycling), Danielle Brown (archery), Hannah Cockcroft (athletics), Mandip Sehmi (wheelchair rugby), Helen Turner (wheelchair basketball), Stephen Miller (athletics) and Will Bayley (table tennis).
It's the second round of films featuring the 10 Paralympians sponsored by Sainsbury's, the first Paralympic-only sponsor.
All films will be repeated across Channel 4's schedule and will also available on the Channel 4 Paralympic website.
The films form part of Sainbury's sponsorship of the London 2012 Paralympic Games.
The sponsorship, which they share with BT, includes a variety of programme broadcast across the Channel 4 network leading up to the London 2012 Paralympic Games, as well as the live coverage and highlights shows broadcast during the Games themselves.
Why Sainsbury’s are proud to be sponsors of the London 2012 Paralympic Games