Hearts' new chief executive Phil Anderton has become the latest member of the club's new regime to insist they intend to challenge the Old Firm.
Phil Anderton resigned from the SRU in January
Vladimir Romanov, the club's major shareholder, and new directors Sergejus Fedotovas and Liutauras Varanavicius have all made such a claim recently.
Now the former Scottish Rugby Union chief says the new board can help deliver success.
"If third place was the extent of our ambition, I wouldn't be here," he said.
The 39-year-old was confirmed in his new position on Thursday, taking over from Chris Robinson, who stood down after Romanov became the club's major shareholder last month.
"Mr Romanov has promised investment in the playing squad," he added.
"It will be difficult to challenge Rangers and Celtic, but if we get the support, the players and the rub of the ball, who knows?"
Anderton is keen to attract more fans to Hearts and intends to bring "razzmatazz" to the club.
It worked for international rugby matches at Murrayfield and Anderton told BBC Sport "there's no reason why the same can't be done in football".
"We've got to realise that it is an entertainment business," added Anderton, who recently quit his job at the SRU after a row over the structure of the governing body.
Anderton, accredited with creating the "Daz Doorstep Challenge" and the "Diet Coke ladies' tea break" advertising campaigns, revealed that he has a soft spot for Hearts.
"I am a Hearts fan, but like many people in Edinburgh who say they are Hearts or Hibs fans, I have not been to many football games and that is the problem we have to tackle," he said.
Anderton had previously worked with the football club in their use of Murrayfield Stadium for Uefa Cup matches this season.
Ironically, Robinson's plan to share Murrayfield and sell Tynecastle led to a revolt by Hearts fans until the investment by Lithuanian banker Romanov and the appointment of Fedotovas as interim chief executive.
"Murrayfield allowed Hearts to play to crowds of 25-27,000, but Romanov has put his money in and enabled the club to stay at Tynecastle and he seems an astute guy," said Anderton.
Meanwhile, Hearts earlier announced that former USSR coach Anatoly Byshovets would be head scout under new major shareholder Vladimir Romanov.
It had been reported that he would be director of football in the new regime.