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Manchester United head coach Michael Carrick says it would be "boring and pointless" not to celebrate winning games.
United have won four consecutive matches under Carrick and although he has usually emphasised he and the squad "are not getting carried away", the former midfielder accepts some pleasure has to be taken from victories.
They are up to fourth in the Premier League and victory at West Ham United on Wednesday would enhance their position to claim a Champions League place.
"You've got to enjoy the buzz of winning, that's what we're in it for," said Carrick, who replaced Ruben Amorim last month.
"You can't just be flat-lined all the time. You have to feel the waves of emotion. It would all be a little bit boring and pointless if you didn't, because winning games is what we all strive for.
"The big challenge is knowing the hard work and preparation that has got you there.
"Winning a game of football at this level is tough, so you never assume the next one's just going to be alright."
His former boss Sir Alex Ferguson often reserved his harshest criticism for the aftermath of victories, partly to ensure his players did not become complacent - but Carrick is yet to follow suit, saying "there is a time and a place for everything".
However his relaxed outlook will not extend to Frank Ilett's lack of a haircut - which has proved popular on social media - playing any part in United's motivation for a fifth successive win on Wednesday.
Ilett, originally from Oxford but now living in Spain, pledged not to get his hair cut until United won five consecutive games in October 2024 - when Erik ten Hag was manager.
Not everyone has been supportive, though, with Ilett physically attacked at a game at Old Trafford by a fellow fan, who felt his challenge was a publicity stunt.
"My kids have made me aware of it," Carrick added.
"I can understand what's going on with it and it does make me smile, but it certainly won't go into the team talk from a professional level."
Carrick with defender Luke Shaw after the 2-0 win over Tottenham
