What’s Important Now?
That’s the question behind the W.I.N. mindset, a simple phrase with powerful impact.
The concept comes from Lou Holtz, legendary football coach and leadership thinker. But I first heard it from my friend Brian Willis (no relation), founder of Winning Mind Training and host of the Excellence in Training podcast. Brian calls it “life’s most important question”—and I agree.
W.I.N. is about discipline in the moment—a mindset that helps you stay the course, stay grounded, and stay focused on what truly matters right now. Not yesterday. Not five steps ahead. Right now.
When I’m going through something hard—or when I’m coaching someone who is—I often use this imagery:
You’re the captain, lashed to the helm of your ship, steering through rough waters.
Each wave is a new challenge, a fresh punch in the gut.
But you can’t stop.
You still have a destination.
And this wave—this one right here—is what’s important now.
W.I.N. doesn’t always feel like big success. Sometimes it’s just making it through the next conversation, the next lift, the next moment without giving up or giving in. It’s about intentional presence in a chaotic world.
So, take a breath and ask yourself:
What’s Important Now?
Your answer might surprise you. But more often than not, it will set you free.
