[Mr. Pockets]

I think that a lot of this hinges on whether succeeding is the same thing as winning? If the two are synonymous then everyone who completed their goals (personal or team) for the season is a winner. If winning is limited to getting a trophy, or highest seed, or being a finalist then there are significantly fewer winners.

On a related note, I also feel that telling people that everyone's a winner is totally unnecessary in the vast majority of circumstances. Quite frankly, the teams who don't win in the traditional sense, but meet or surpass their personal/team goals don't need to be told that they are winners. They already know it. Conversely, the teams who don't fare well, and are thoroughly discouraged over their performance are not going to be convinced that "everyone's a winner" whether it's true or not.