When we weren't more ruthless with
David Moyes. He should have been sacked in 2010. Instead, we let him plow on, make the club look like a joke when we clapped him off to a "big" club and we've suffered a massive inferiority complex ever since.
That said, I can understand why he wasn't sacked, as he wasn't technically underperforming in line with the clubs' ambition under Kenwright.
Historically, however, the thing that allowed Kenwright to be in place and the one thing that started the whole rot is obvious - Heysel. When I say Heysel, I'm not just blaming Liverpool (although yes, I blame Liverpool, because they were literally to blame) but also the clubs mismanagement and inability to adjust in the aftermath ofit. Once the Premier League started and money flooded the game the gap has only widened.