The 15th-placed Giants (1-3) are looking to kick their season into gear as they welcome back a raft of big names to face the Tigers at Barossa Park in Gather Round.
Richmond have yet to win a game, but Ash only needs to think back to last year to remember how dangerous complacency can be.
GWS had almost suffered an upset loss to the Tigers in round 12 last year, before a three-quarter time speech by now-retired club great Callan Ward sparked a comeback.
The Giants had pulled off a 28-point turnaround to clinch victory by three points.
Asked if a game against lowly Richmond presented the perfect opportunity for the Giants to reignite their campaign, Ash told AAP: "I don't approach any game like that. I think it'd be disrespectful to Richmond.
"They've got a lot of good players and a lot of talent on their list.
"We played them last year and they were five goals up at three-quarter-time.
"They've had a few challenges and a few younger players in Richmond at the moment, but with that comes a little bit of freedom and a little bit of sort of free attitude, I guess.
"They're a proud club coming off a loss last week.
"When you're complacent at AFL level, you're there for the taking.
"We owe it to ourselves and the club to show up and make sure that we're playing a game like we're playing against Brisbane or Gold Coast or Sydney."
Key forward Aaron Cadman is the headline attraction in five changes made by coach Adam Kingsley as the Giants attempt to turn around their concerning attacking output after their round-four bye.
After a dominant opening-round victory over Hawthorn, misfiring forward play has cost GWS victory in their last three matches.
Last losing by 33 points to Collingwood, the Giants kicked seven goals from 58 forward entries.
"With the few injuries early in the year, it was always going to be a little bit tough," said Ash.
"Not shying away from that at all, but as well, I think we underachieved and probably didn't play the footy we wanted to play, which is probably the most frustrating part.
"The result's one thing, but probably not playing and losing in the manner that we want to play and lose.
"You're not going to win every game, and some things aren't going to go your way, but you want to do it playing the Giants way."
Cadman will be joined by lethal small forwards Brent Daniels (hamstring) and Toby Bedford (hamstring), who will also play their first game of the year.
Jack Buckley (concussion) returns to the backline, while Kingsley has axed an underperforming Kieren Briggs for youngster Nick Madden.
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