The Concept of 'Everyone is a Winner' is a Bad Approach to Teach Success. 
For several reasons, it is important we teach our kids being challenged may prevent them from reaching their potential. 

Some of the Downside to this include:
1- Kids Don't Learn Thru Struggle
2- Prevents kids from Learning to be a Good Sport
3- Kids Don't Learn to Cope with Failure Appropriately
4- They Lack the Ability to be Resilient
5- Dilutes Level of Excellence. 

Let's Keep our Kids Challenged, with the Understanding Failure is a Tool for Future Success.