Western Bulldogs recruit Justin Sherman has attacked his previous AFL club Brisbane, saying he was held back from becoming a great player.

But former team-mate and new Gold Coast signing Jared Brennan has a different view of their old club, saying he left on good terms with the Lions.

Sherman is critical of the culture at Brisbane and the way he was coached.

The utility was runner-up in Brisbane's best and fairest award in 2006 but has battled inconsistency and frustration over what he described as "getting thrown into different positions".

"I wanted to make sure going ahead that I could continue to be a great footy player and to be that I need to be in the right culture and get continuity of one position," Sherman told reporters at Whitten Oval on Wednesday.

On a post-season holiday to the United States, the Tasmanian decided to stand firm and do all in his power to come to Melbourne, despite being contracted to the Lions for 2011.

The Bulldogs identified Sherman as their No.1 recruiting target and they secured the deal on Monday at the end of trade week.

Sherman admits coming to the Bulldogs amid much publicity will put pressure on him to perform, but his parting shot at Brisbane will also guarantee a big target on his head.

Sherman says he is keen to settle into a better club culture than what he claims existed at Brisbane.

The Lions tumbled to 13th after a sixth placing in 2009.

"The main thing was I've been a bit inconsistent, having good years and having mediocre years," Sherman said.

"I could no longer live that roller-coaster lifestyle.

"To be a good player, you need to play in the one position and play it really well and know your role every week.

"Here I'm going to be provided with that.

"Last year (2010 season) was a bit up and down with our culture, with a few things that happened.

"It's going to be good playing in a team that has got so many great players, a team that's a step away from probably winning a grand final."

But Brennan does not share Sherman's opinion of their old club.

"I can't speak for Shermo and his decision, but I had a great time at the Lions," he said.

"I've left on good terms with the Lions, I think."

Sherman is confident he can overcome the form lapses that have plagued his 114-game career.

"I've had inconsistency but that won't happen here because I've got better players around me," he said.

"The team's too good for that sort of thing to happen, the way the coaches structure the team and the way they want them to play.

"I can't see myself from here on in playing mediocre any more. That's why I moved here and made that decision.

"I can get the best out of myself here."

The 23-year-old says he has been around long enough to know what works.

"I just have to make sure that I play instinctive footy. I had all these mixed messages that were coming inside my head," he said.

"For me to be a good footy player, I need just to play instinctive footy and go out there and have one clear message and I think arriving here, it's certainly going to give me that.

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