Keep repeating this message.
Well, yes and no... You normally pretty much ignore this bit of what he said when you are talking about potential signings:
"If Eze believes in himself then he will think he can send Maddison to the bench."
The point here is that if Eze believes that, then great, he may want to sign for us. But if he doesn't believe that then he won't. Also, every situation is different, it's not the same belief needed in every circumstance. For example, take Ivan Toney (just as an example I mean, I'm not saying we should or shouldn't sign him at all) - if we bid for him, he might well be confident that he can play more games than Richarlison; however if Bayern bid for him, he probably wouldn't think that he will get more games than Kane, so would probably be much more reluctant to sign for them. That doesn't mean he has no ambition or has a weak character etc, it just means that he knows one of those two opportunities will almost certainly give him more game time than the other, because the player he is competing with is much better at one club than at the other. He might
aspire to be as good as Kane, but he probably wouldn't be foolish enough to think that he is. And of course at all clubs, some positions are more 'up for grabs' than others, depending on their current personnel. This time last summer, pretty much any central defender with 2 eyes and 2 legs could have pretty much guaranteed game time by signing for us- it just depends what each club needs at any one time.
TLDR:
Players have agency, and will generally want moves that are in
their best interests. That doesn't necessarily make them weak characters or lacking in ambition etc. So yes of course we want players to fight for a place in the side, and be confident that they are worth one, but we can't force them to sign, and it's always less likely they will do so if we already have a strong player in their preferred position.