IAN Holloway says Millwall must play entertaining football – win or lose.
Despite Tuesday's 3-2 defeat to Reading, the Lions manager insisted he was "proud" to have been involved in such a high-scoring game.
Holloway believes the Lions must justify the rising price of match tickets by playing an exciting brand of football.
He said: "I want people to say: 'have you seen Millwall play lately? Wow, didn't they make that a fantastic game.'
"Because whoever bought a ticket on Tuesday night surely wouldn't mind watching my team again.
"We let three goals in but it was entertaining wasn't it? We tried to win an away game. I would have bought a ticket to watch that game.
"The price of a ticket these days is scary so we better be entertainers.
"Is that the sort of game that I want to be part of? Yes it is. I'm very proud of it."
Holloway believes how Millwall play is just as important as the results they get.
"I came here to produce performances and a way of playing," he added. "The overall performance was completely fantastic.
"It gives us a chance to believe in ourselves. Look at last year and you'll see the progress we've made.
"When we played Reading at home, we lost 3-0 and we didn't look like opening them up. I made a tactical change in that game and it shook my team.
"On Tuesday, I made a substituion after 20 minutes and we got stronger."