St Mirren manager Tommy Craig insists he cares about the Buddies just as much as the fans giving him stick.
The under-fire Saints boss has come in for mounting flak from supporters following the Paisley club's nightmare start to the season.
Last weekend's 3-0 defeat to Hamilton was their 10th Scottish Premiership reverse and leaves them joint bottom alongside Ross County.
The St Mirren faithful were left furious after that New Douglas Park result when Craig told the BBC he had no message for the fans who had travelled through from Renfrewshire to see their team lose their third straight game.
At Wednesday night's annual general meeting, he again refused to apologise, saying: "When I have suffered all the vitriolic abuse I have recently then an apology is totally out of the question."
But on Thursday, the former Celtic assistant boss insisted he felt every sore result just as much as those sitting in the stands.
Craig - who again refused to discuss the fans' criticisms directly - said: "Like everybody else, I'm hurting. That should never be underestimated. Of course I don't enjoy not getting results.
"But it doesn't affect my greatly. That is in no way a sign that I don't care. Of course I care. I care deeply for the club. I love working here.
"I've had highs and lows before. I've picked up silverware enough times throughout my career to satisfy me.
"I've also been in situations like the one we are in right now too. I treat them both with equal measure. I don't get too carried away."
Craig, who was number two to former boss Danny Lennon when Saints lifted the League Cup last year, added: "I didn't go running about Hampden with a silly hat on after we won the cup. By the same token I don't get too depressed in situations like this because I've got a job to do.
"I believe in what I'm doing and that it is right, and hopefully in the very near future it will be proved correct
"This is a big challenge - the biggest of my career, just because of where we find ourselves.
"I must face it head on and go hammer and tongs at it. If I do that, we can get out of this situation."
St Mirren can put their league concerns to the side this weekend as they host Inverness on Saturday, with a place in the William Hill Scottish Cup fifth round at stake.
But the Buddies will have their work cut out against a Caley Thistle side whose only defeat in their last six games was against table-topping Celtic.
Craig said: "It's a cup game so I'd like to see us play with a bit of abandon, be a bit more cavalier.
"Inverness have done really well. They are playing well and sit second in the table right now. If we were to get a result against them it would be a feather in our cap."
Craig has long argued his side's problems stem from a desperate shortage of fire power up front.
They have scored just 12 goals from 16 games so far this season but the boss' prayers may soon be answered with the news skipper Steven Thompson could return against the Highlanders after three months out with a groin injury.
"If he is going to come back, the best place for him to be is on the pitch from the start," said Craig,
"Saturday's match is a cup tie which brings its own flavour and atmosphere. Bringing Stevie back at this point would certainly give the crowd a lift.
"But we also have to remember that he has been out for a long time and if there is a bit of rustiness then that has to be taken into account."
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