A fired-up James Morrison is reminding The Hawthorns faithful of the key role they will play amid the intensity of an Albion-Villa derby.
"I'll always remember my first taste of it," he says, reaching back into his Albion heritage to recall his derby debut in 2008.
"I didn't know what to expect.
"It was an eye-opener to what it means to the fans.
"Hopefully I can pass my experience on to the rest of the lads and gear them up for three points."
Few boast derby battle scars like Mozza. With 13 appearances against Villa - scoring twice - he's felt the high and the lows of a rivalry that we "might have missed" in recent years.
And he's hungry for another crack at it on Friday evening.
"I had my eye on this game," he admits.
"Being at home again and feeling the crowd, the atmosphere, is something we might have missed in recent seasons.
"The fans can play a huge part.
"When the crowd gets up at The Hawthorns there's nothing better. They can suck the ball into the net."
He added: "It's a huge game - biggest game of the season so far.
"They're our rivals, the ones we looked out for at the start of the season.
"Both teams are scoring goals freely so it'll be a good spectacle."