More Than Winning, of course, is the title of Tom Osborne's first book written in the mid 1980's. The book emphasizes process over results and touches on what is right with college athletics.
Here is a link to a great story about the platform of college sports to bring out the best in people.
http://www.npr.org/2012/02/22/147186116/when-theres-more-to-winning-than-winning
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