Ken Hinkley: Why canâ€™t we win a flag in 2014?

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THE script is changing at Port Adelaide after a 7-1 start to the season with the Power - including normally conservative coach Ken Hinkley - now openly entertaining the possibility of winning a premiership this season.

While the "P" word still hasn't been mentioned publicly, Hinkley has added his voice to key forward Jay Schulz, who was the first to reveal the playing group are now setting their sights on the ultimate prize.

"I challenge them a little bit on that: 'Why can't it be now? Why can't it be this year for us?'," Hinkley said on Fox Footy's AFL 360 on Wednesday night.

"For the playing group now there's nothing wrong with us talking about 'well, there's an opportunity there for us' and if we're prepared to work really hard who knows where that opportunity is going to go and finish?"

It follows a declaration by Schulz of the playing group's belief it could beat any side in the AFL.

"We're an extremely confident and realistic group at the moment and the way we're playing football we're pretty confident that on our day our best defensive game will stand up to pretty much anyone in the comp," said Schulz, on the same program.

"We're not setting any limits for ourselves.

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"The boys have been walking around the club saying 'why not? why not us? why isn't it our turn this year?'.

"We're confident and we know we've done the hard work and if we keep doing the hard work and we keep rocking up each week to play the same way, the same hard-nosed footy, we'll be a chance to win every game we rock up for."

Chad Wingard also addressed the issue at a press conference yesterday, saying the Power wouldn't look past this Saturday's clash against reigning premier Hawthorn but had the same end of season goal as all the competition's heavyweights.

"That is obviously everyone's goal," Wingard said.

"Everyone wants to win a flag and as soon as possible ...

"We're lucky enough to be in the position we are at the top of the ladder.

"But again we're not going to think about the flag right now, we're going to think about Hawthorn and learn as much as we can this week and try to get on top of them because it's another step towards what we're all striving to get."