A frosty 1960s football practice field at dawn, a row of players in red jerseys standing with their backs to us and a coach in a long coat at the centre, old leather helmets on the grass.

Original artwork, not a still

Misattributed to Vince Lombardi

Winners never quit and quitters never win.

Behind the line

What it means

Our interpretation.

The slogan is the locker-room mantra at its simplest: persistence equals victory, and stopping equals failure. Because Lombardi became the patron saint of American coaching, the line has attached itself to him on posters and slides. Godin's rebuttal, that winners quit the wrong things at the right time, is nearly as famous as the maxim.

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In context

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The saying is a folk maxim rather than a documented line from Vince Lombardi, the Green Bay Packers coach. It is widely credited to him: Seth Godin opens his book The Dip by quoting a version of it as Lombardi's and then dismissing it as bad advice. Wikiquote's Lombardi page does not list it among his sourced sayings, and no speech, interview or book was found with Lombardi saying it. The site keeps the popular wording, "winners never quit and quitters never win".

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