We encourage hard work and excellence. If that leads to being 'the best" at a particular endeavor, then so be it. If it does not, there is much to be gained from an inferior position as well. I think that one can help kids strive to be the best without any animus toward the competition, and without assuming they are the best at everything else too. For example, today I suggested my daughter pass along a piece of helpful information to a teammate, even though she is a competitor for the same slots as my D. I am not saying that it was so noble, but I do know there are those who would never do that.