[EricH]

Winning a competition is not everything. We can't all be winners in that sense, either--only 3 teams per event can be.

Winning an award at a competition is not everything. Again, we can't all be winners in this sense, unless there is a real award for everyone.

Clearly, in competition terms, "we are all winners" is a lie. You really don't want to lie to a kid, do you? They'll know it.

If, however, we set a goal, achieve it, and set a newer, harder one, then we have won. We have beaten a challenge, and yet we now have another one. The bar is being raised. Every time we go over the bar, whether we do it alone or with others helping, we win. That is how we are all winners, and that is when the phrase should be used. If a team has the worst record at an event, fights through problems all three days, and still achieves all their team objectives, then they have won, even if they don't get anything for it.