Words Win: Building a Life One Victory at a Time

By Joe “Big House” Kenn, VP of Performance Education

People often ask me where the phrase Words Win came from. Most assume it simply means that words matter, and while that is certainly true, the original meaning was actually much simpler. The phrase was inspired by legendary football coach Dennis Erickson during my time at Arizona State University in 2007. Coach Erickson arrived with one clear message: The word is win. Everything centered around winning. It was a simple philosophy delivered with conviction, and after winning multiple national championships throughout his career, it was hard to argue with the effectiveness of that message.

Our football program was already successful when Coach Erickson arrived, but change often brings new perspectives. His relentless focus on winning created a mindset that helped guide our team to a 10 and 3 season, a Pac-10 Championship, and a memorable year that reinforced an important lesson for me. Sometimes the simplest ideas are the most powerful because they provide clarity. Everyone understood exactly what the objective was.

As my own coaching career evolved, so did my understanding of what Words Win truly represented. Winning certainly matters in sports. We keep score for a reason. However, life presents a different scoreboard. Success cannot always be measured by championships, promotions, or trophies. Sometimes the greatest victories are much smaller, yet far more meaningful.

That realization led me to transform Words Win from a football slogan into my personal mission mantra. I've never been a fan of lengthy mission statements. Most organizations spend hours creating paragraphs that few people can remember, let alone live every day. A mantra is different. It is concise, memorable, and powerful enough to guide daily decisions. Every morning, I know exactly what Words Win represents because it reminds me of the person I am striving to become.

For me, winning starts long before the day begins. It begins the night before with preparation, mindset, and attitude. The emotional state you carry into bed often becomes the emotional state you wake up with the following morning. If we can eliminate unnecessary negativity before our head hits the pillow, we give ourselves a much better opportunity to attack the next day with purpose and positivity.

From there, the objective becomes simple. Stack wins.

I often describe life as laying bricks. Every positive action becomes another brick in the foundation you are building. Completing a project on time, delivering a quality

presentation, improving your physical fitness, spending meaningful time with family, helping a colleague, or simply following through on a commitment all become opportunities to earn another win. None of these moments may seem extraordinary by themselves, but over weeks, months, and years they create something incredibly powerful.

Winning also requires honesty with yourself. Throughout my career I've developed strong opinions on coaching, leadership, programming, and athlete development. After more than forty years in this profession, that comes naturally. But having strong opinions also requires humility. I have always believed that I reserve the right to be wrong. Productive discussion, respectful debate, and continuous learning are all part of becoming a better coach and a better person. Confidence should never eliminate curiosity.

Another lesson that has become increasingly important to me is recognizing that our greatest opportunities for growth often come from self-reflection. I openly admit there are areas of my life where I still need improvement. My family reminds me of that regularly, and I'm grateful they do. My passion for coaching and this profession has always been immense, but passion should never come at the expense of the people who matter most. Looking in the mirror, accepting constructive criticism, and making intentional adjustments are all part of earning future wins.

The second meaning behind Words Win is equally important. Our words matter because they shape our actions. If we choose to speak with purpose, integrity, and accountability, our behavior should reflect those same values. In today's world, where opinions are often formed before facts are gathered, thoughtful communication has become one of the most valuable leadership skills we can develop. Before speaking, research. Before reacting, think. Before criticizing, understand.

Ultimately, Words Win has become much more than a slogan for me. It is a daily reminder to pursue excellence one decision at a time. It encourages me to chase meaningful goals, learn from setbacks, celebrate progress, and continually strive to become a better coach, husband, father, grandfather, and person.

At the end of every day, I ask myself a simple question: Did I stack more wins than losses today? If the answer is yes, then tomorrow I have another opportunity to lay one more brick. Over time, those bricks become the foundation of a life built on purpose, accountability, positivity, and continuous growth.

That's what Words Win truly means to me.

#WordsWin

— Coach Joe “Big House” Kenn