I found this passage particulary interesting.
Dear Mr Murray"We are restricted by playing in Scotland, we compete with Celtic. Hearts split us one year and, early in my tenure, Celtic weren't always second but really, it is a bit of a foregone conclusion most of the time. That does not make the menu as interesting as it could be."
Try NOT charging your competitors an extra 5% to play against you! Try NOT buying up all their talented young players as soon as you see that they might be a threat to you.
That way, you might not win all the time, but you might find that the "menu" is far more palatable for yourself AND the rest of Scottish football.