Am I missing the point?

I coach a high school varsity program in Colorado. My school is known
for an overall indifferent attitude which permeates the athletic,
academic, and artistic programs here. This is my second season as head
coach at this school, where the team has gone no better than 6-13 for
at least five years.

I'm a very competitive person. I look at everything as a challenge. I
get the impression that my players don't see life the same way. Here's
an example: I gave them the opportunity to suggest a slogan for the
back of our t-shirts that I'm ordering. They wanted the shirts to read
"Play like Rock Stars," a suggestion that I chose to reject, simply
because "play like rock stars" says *nothing* about what it takes to
be competitive. My players said they think that rock stars go fast
24/7, forgetting that the 24/7 has absolutely no focus and no goal.

So, I'm wondering, am I missing the point or are they? How do you
fight an attitude that is this pevasive?

.

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