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Vince Lombardi coined the phrase in the 1950's when he began coaching the Green Bay Packers. As coach, he won many national championships, two super bowls, and even had the super bowl trophy named after him. "Winning isn't everything" is common advice given to athletes with the idea that sportsmanship, lessons learned, and having fun can be more important than winning. Lombardi did not see sports this way. Instead, he made a play on words by making an ironic twist by agreeing that winning isn't everything, but rather so important that nothing else is even considered. This substitution changes a phrase that down plays the importance of winning, to something that puts winning as the absolute most important thing. Many professional athletes have embraced this idea, ignoring their health and reputation to gain a competitive edge. Bankers and politicians have taken this approach as well. Winning is important, but it is not everything.