When the Hurricanes signed rising Canterbury star Jordie Barrett it showed the power balance may've shifted in New Zealand rugby.
The Hurricanes are starting to reap the rewards after appearing in back-to-back Super finals.
The club firmly believe they're creating a franchise set up for long term success, the same way the Crusaders built their dynasty with rock solid recruitment.
"I do feel like the Hurricanes are a more attractive proposition for players than even four or five years ago," said Hurricanes Chief Executive Avan Lee.
"You know Jordie is a Taranaki lad and he wants to be a Hurricane like his dad and like his brother, but I do believe we are building a franchise that people want to be a part of."
So if success makes you more attractive, does the lack of it do the opposite?
The Crusaders haven't won a title since 2008 and it's already showing, with Barrett and fellow youngster Reed Prinsep moving north to the Hurricanes.
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