One carrot dangling in front of Auckland City FC is a fourth consecutive OFC Champions League title and a return to Morocco for another FIFA Club World Cup appearance.
Milestones are fine, Williams says, but not the only motivating factor as such.
"From my point of view we don't look at the season as a means to break records. We set out each season to win everything we can. In that sense we want to win the tournament but I think four-in-a-row is less on our minds.
"If you look back at every year of the last three, the Oceania title has been won by an Auckland City FC squad with different personnel.
"It's always a similar group, but with subtle differences, so each title win has had it's own unique challenges both internally and externally around the squad environment," he said.
Williams also says one significant factor stands between the New Zealand champions and the final - AS Pirae.
The Tahitians have won one and lost two in three previous clashes with Auckland City FC but can point to competitive wins over YoungHeart Manawatu in the OFC Champions League semi-finals in 2006 and that stirring 3-1 win over Waitakere United in Lautoka on April 15.
Former OFC Player of the Year, Marama Vahirua, Tahitian internationals Naea Bennett and Raimana Li Fung Kuee, are the clear danger men for Auckland City FC.
The Navy Blues stopper is under no illusions of the task ahead.
"We know that AS Pirae has the capacity and potential to be dangerous. We definitely won't be taking them lightly. Our aim for the first leg is to win. No game will be easy from here on in," he said.
The match kicks off at 2pm on Saturday 26 April at Kiwitea Street, Sandringham.