In this case, having a "winning" aspiration means that you are on top of your competitors. On the other side, a "non-winning" or "losing" aspiration would consist of being ranked lower in your field and living in fear of your competition. This is the central question to answer before you launch your business and devote time to it. Answering this question will also help to determine how much passion you have for the business - are you willing to be second best? Please read What is Your Winning Aspiration? for a real-life example and entrepreneurial advice.