Failure, if viewed constructively then, is an important part of the positive learning cycle. Winning coaches help players to lower the risk of failure by seeing self-development as being the biggest goal, and enjoying the journey or the process, as being an equally important goal. Winning coaches instill a sense of higher purpose in their players, a sense that they are part of something that is bigger than each of them individually. The most important ethic that a coach can establish with their team is a sense of caring . Any coach or leader can demand excellence, but only winning coaches realize that they must earn their player's commitment .
Communication is the currency through which every achievement is accomplished.
Before true communication can occur, a high level of trust must be established. Winning coaches have a real open door for players to come in and talk with them at any time. Communication is a two-way process whenever possible. Winning coaches make it clear that there is a time for two-way communication, and a time for directive communication. Players understand that they have consented to a contractual agreement to be coached.