I tell the kids and parents it's not about winning and losing. I schedule tough teams and tournaments so the kids grow and play teams that are better and realize what they need to do to step it up a level. Our playing style is based on long-term skills versus winning, i.e., taking a shot with your off-hand and not scoring or making that one more pass and your teammate drops it, versus powering through for the score.
All that said, those late afternoon post-championship photos are a big deal. Kids love it. Great for team morale. Parents love it. Makes kids more committed and loyal to team, etc. Parents can tell if a coach is organized and gives it is all and treats their kids well, but at the end of the day if you are losing they think you are a bad coach and if you are winning they think you are a good coach. That's life really.
More cynically, if a program is in it for the money, winning is what is going to make you money.
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