Xabi Alonso says he wants to build on the "strong culture" already embedded at Chelsea, where players have to be "willing to pay the price" to play at the highest levels of the game.
The Spaniard started work at the club on Tuesday after being appointed as Liam Rosenior's permanent successor in May.
The Blues are hoping that Alonso can revive their fortunes following a disappointing campaign in which they finished 10th in the Premier League table and without a trophy.
"For me, in football, there are principles that are [non] negotiable," Alonso said in.
"You need to be willing to pay the price to compete at the highest level. You can't hold back anything. You need to give everything you have for the benefit of the team. The team is always the most important thing.