Cowan said the Highlanders had recovered their energy levels after the long trip home from South Africa but it was now about concentrating on their own performance.
"Everyone who is a rugby follower knows what [the Crusaders] are good at. They love turnover ball and you just have to look at their team right across the board," Cowan said.
"But we can't get too caught up with what they can do. We have got to worry about what we can do, and go in with a positive mindset.
"We have got nothing to lose as a group. The pressure is all on them. They are coming down here with all that expectation.
"We just have to play good, physical rugby and work hard for one another. If we do that then the public will be happy."
The Highlanders won their first three games of the season, but were ground down 18-6 by the Stormers in Cape Town last week.
Cowan said that result showed how any rugby team, if it was slightly off its best form, could get caught out.
"Last week they beat us in the physical contest. We were probably 10% off our game, and you just can't do that at this level."
But Cowan (29) said the side had returned well, and had a good talk about the need to "get back on the horse this week".
"The team is not going too bad. The key for us is to keep our feet really grounded. It is a long competition and we're only in the early days."
Cowan faces off against one of his All Black rivals, Andy Ellis, tonight but said the match was not about getting the better of his opposite.
"There is no individual battle. We've got no battles against each other. He is doing the best for his side and I'm doing the best for my side."
Cowan regains the captaincy from Jamie Mackintosh, who is on the bench, tonight. He was captain for two years when Glenn Moore was coach but with Jamie Joseph on board, the captain's armband was passed on to his good mate Mackintosh.
But Cowan has no complaints with the new regime, and is enjoying the new coach.
"There is a huge difference. I came back in the early part of the year and it was all new - new structure, new buildings. I don't know whether that sort of stuff makes a difference but it certainly refreshed me.
"One of the keys, I think, is the leaders and guys who have been here before have all bought into it.
"I'm really enjoying Jamie [Joseph]. He's a good character. Guys who were under him previously told me I would really enjoy it under him and that has worked out."
Cowan, the incumbent All Black halfback, said he was not looking too far ahead into the season.
"You can't hide from the fact it is a big year. But you can't look too far ahead, especially in this game, where it can be pretty fickle. Injuries can come around.
"There is no use getting caught up in the World Cup. There is another 10 or so games in this competition."
