I'm not exactly sure what your message is. You might not win so don't bother trying?
No matter how good you are there is always going to be someone better. There is no shame in being beaten by the best. By no means does hard work guarantee victory but there are certainly other accomplishments that, while they fall short of winning, are worth trying for in themselves. If your mentality is that nothing short of 1st place is acceptable then you're setting yourself up for failure.
My issue with this "there are no winners or losers" crap is that it teaches kids that hard work isn't worth it. The kid that eats, sleeps and breathes soccer gets the same recognition as the kid that sitting down in the grass picking his nose all day.
In sports: hard work = better finishes, more wins, personal bests, umbrella girls.
In real life: hard work = better pay, promotions, prosperity
Teaching kids that all they have to do is show up........ is bad news.