Preston North End's four-game unbeaten streak came to a crashing halt at Deepdale, and manager Paul Heckingbottom did not hold back in his assessment. Following a 2-0 home defeat to West Bromwich Albion, Heckingbottom delivered a scathing critique of his team's performance, labeling it "unacceptable."

The manager pinpointed a lack of fight as the core issue, a rare admission from his camp. "The better team won," Heckingbottom told BBC Radio Lancashire. "They out fought us in the first half, I don't often say that. That was one of the two disappointing facts."

He expressed further frustration that his squad failed to execute the game plan they had prepared. While acknowledging managerial responsibility, Heckingbottom emphasized that the players had clear solutions presented to them, even at halftime, yet the required response was absent. The second goal conceded was particularly damning, effectively ending any hope of a comeback.

"If you get out fought, that can't happen," he stated. "You can get beat, but not like that. I expect us to turn up and compete." This kind of result is a stark reminder in the Championship that technical preparation must be matched by relentless physical commitment on the pitch—a non-negotiable for any side with playoff aspirations.