Angry Accies boss John Rankin says fans were right to boo the team off the pitch after their defeat to Raith Rovers and slammed his side for not being brave enough.
And the former Hibs midfielder warned the current squad that players will be coming in to push them and get them out of their comfort zone.
Hamilton slumped to their first league defeat of the season after a dismal display at New Douglas Park, where they fell behind to a Dylan Easton goal after just 65 seconds before Jamie Gullan's 74th minute strike sealed their fate.
Furious fans gave players an earful at either end of the half and Rankin was raging with the performance after a run of three games unbeaten.
He blasted: "They booed us off at half time and they booed us off at full-time.
"Quite rightly so, because that's not good enough.
"There was a good crowd here today and the fans have been good to us because the effort levels have been there.
"But that wasn't acceptable.
"We weren't brave enough.
"We were quite comfortable in our positions, we didn't get far enough up the pitch and we weren't willing to get forward - and that really annoyed me.
"If you don't commit bodies forward, how are you going to score goals?
"It became a case of can we run harder and faster than the opposition, and I don't think we were prepared to do that today.
"It's not often I can say that about the players, but we had an honest conversation in the dressing room and that is not good enough.
"Too many out there are feeling comfortable.
"They think their place is guaranteed - listen, there's nothing guaranteed in football and if we can't get people in the starting 11 to run on the pitch, we'll bring others in who can.
"It's as simple as that.
"We need guys out there fighting tooth and nail for every ball, every pass and be prepared to get bodies in the box.
"There is no point in feeling safe, turning back, trying to play the ball back.
"Fair enough, in times of sustained pressure you have to do that, but at times I thought we were turning opportunities down to get in the box.
"I'm really disappointed, the players are disappointed and we are hurt.
"But if they want to feel sorry for themselves, they shouldn't bother coming to their work.
"They need to get their chin up and get ready to go.
"Take it like men, accept that isn't good enough today and we are going to raise our standards."
The result leaves Accies eighth in the table after four games and they now face a big match at home to bottom dogs Arbroath next weekend.
Rankin says he will push for more additions to bolster his squad, but is certain he will get a response from his side when Dick Campbell's men come calling.
He added: "Eighth is not where we want to be.
"We need to get our spirit up. The players are disappointed and I totally understand that because we were poor.
"That's not acceptable. That level of performance and energy levels are nowhere near what I'm looking for.
"And the players know that. To be fair to them, it's nowhere near what the expect of themselves either.
"Next Saturday we need to put things right.
"We always knew we needed more players in and we need to work hard to get the right people in.
"We are actively working on that but it becomes important that the players on the pitch don't feel a level of comfort.
"You play badly, you lose your place in the team.
"If I have to shuffle the team and give kids the opportunity to play, I'm prepared to do that.
"But I'm 100 per cent certain we'll bounce back next week and the effort levels will be far greater than they were today."
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