Sometimes, the wisest thing to say is nothing at all.
From a Celtic perspective, that approach would have left the club in a far stronger position than the one it now finds itself in following the storm of the past few days.
A storm entirely of its own making.
The failings of the transfer window are obvious and well documented – there’s no need to go over them line by line again here.
What has angered supporters even more than the window itself, however, is the club’s response to it.
Instead of holding their hands up, acknowledging the shortcomings, and offering a credible plan forward, Celtic chose to downplay the concerns and patronise the very people who fill the stands and fund the club.
A decision that has only deepened the divide. So what happens next?
On the supporters’ side, the irony is this is one issue that the club’s vast fanbase can agree on. Fans have long been accused of being fragmented when it comes to holding the board accountable, but the sheer scale of dissatisfaction this time feels different.
The open letter – signed on behalf of tens of thousands of supporters – isn’t just some noise on social media that’ll blow over in the coming days. It’s a coordinated statement of intent, a sign the patience of the fanbase is wearing dangerously thin.
The demand is simple: real change. Not vague promises, not glossy PR, but visible, measurable improvements in how the club is run.
And that change must start with three things: communication, transparency and strategy.
Supporters don’t expect miracles in the transfer market, but they do expect honesty. They don’t expect every decision to be explained in minute detail, but they do expect clarity on direction.
And above all, they want to see evidence Celtic have a coherent plan – short, medium and long term – rather than stumbling from one window to the next.
For the club, the choice is stark. They can continue to dismiss criticism and hope results on the pitch paper over the cracks, or they can engage meaningfully with supporters and rebuild trust. Silence, spin and self-congratulation won’t cut it this time.
The ball is now firmly in the board’s court. They’ve heard the anger, they’ve read the letter, and they can’t pretend otherwise.
The question is whether they’ll finally now act accordingly – or continue down a path that has left so many supporters completely disillusioned?