George Attla says winning is all in the head. He explains a champion always gives his or her best and has winning thoughts; it does not mean winning every time. George believes a person with good self-esteem can talk himself or herself into anything. Anyone who can stay on top of their problems by driving their thoughts in a good direction is a winner. He gives Lance Mackey as an example of a musher with a champion mind-set. Every champion thinks win!