Was watching today’s Australian Open men’s final, it’s clear that winning is more than just crossing the finish line—it’s about the invisible forces that victory ignites within us. Would the winner have been the same had Djokovic hadn’t retired due to injury well thats a different story for a different time.
The phenomenon of the “Winner Effect”—a term popularized through studies by John Coates and Lionel Page—reveals how success can have a profound impact on our biology and psychology, creating a momentum that drives further achievements. From sports to business, the winners keep winning, and it’s not just coincidence.
But what exactly happens when we win? How does victory influence our testosterone levels, dopamine release, and the functioning of the frontal cortex? And how can we leverage this knowledge to create sustainable success in our own lives and careers?
Understanding the Winner Effect
John Coates, a former Wall Street trader turned neuroscientist, and economist Lionel Page have extensively studied how winning alters brain chemistry. Their research shows that when individuals experience success, they experience a surge in testosterone, which enhances confidence and risk-taking. This biological change, in turn, leads to a release of dopamine, the neurotransmitter associated with pleasure and motivation.
The frontal cortex, the brain’s control center for decision-making and goal-setting, becomes more efficient, sharpening focus and strategic thinking. This biochemical cycle creates a compounding effect—winners build the belief and biological support to continue winning.
However, the Winner Effect isn’t always positive. If left unchecked, overconfidence and excessive risk-taking can lead to complacency or failure, a pattern seen in business empires that rose and fell rapidly.
Let’s break down the three core components affected by victory:
Testosterone: The Confidence Hormone
Winning triggers a rise in testosterone, which fuels confidence, assertiveness, and a willingness to take calculated risks. Studies have shown that athletes who win see a significant increase in testosterone levels compared to their losing counterparts.
Have you ever noticed how even a small personal win makes you feel more confident and ready for bigger challenges?
Dopamine: The Motivation Booster
Success also boosts dopamine levels, making winners feel more driven and focused. Dopamine rewards positive behaviors, reinforcing the habits that led to success in the first place.
Think about the last time you accomplished a difficult task—did you feel more motivated to tackle the next one?
Frontal Cortex: The Decision-Maker
The higher levels of Testosterone and Dopamine ensures that the frontal cortex works at its best enabling enables better judgment even on your feet. Success refines this process, allowing winners to think more clearly under pressure.
How do you make decisions under pressure? Reflect on a recent success and how it influenced your decision-making.
Some well-known examples of people who have thrived on the winner effect are as below.
1. Michael Jordan and the Chicago Bulls Dynasty
Each championship win fueled Jordan’s belief that he was unstoppable. The repeated success amplified his confidence and focus, driving him to achieve even greater milestones.
2. Amazon’s Relentless Growth Strategy
Under Jeff Bezos’ leadership, Amazon’s early wins in e-commerce created a culture of success, which fueled expansion into new markets like cloud computing and AI. The company leveraged small victories to build massive momentum.
3. Novak Djokovic’s Mental Resilience
Djokovic’s relentless pursuit of excellence has seen him use every Grand Slam win as a steppingstone for the next. His ability to bounce back from setbacks and capitalize on wins shows how the Winner Effect creates long-term dominance.
4. Apple’s Innovation Momentum
Each successful product launch, from the iPod to the iPhone, fueled Apple’s belief in its design philosophy. The company used past victories to set ambitious goals and out-innovate competitors.
5. The Rise of Cristiano Ronaldo
Ronaldo’s early successes with Manchester United created a relentless drive for more titles, fueling his physical and mental preparation, which ultimately led to his reign at Real Madrid and beyond.
6. Virat Kohli’s Leadership Journey
Virat Kohli’s journey from a promising youngster to one of the greatest cricketers of all time is a prime example of the Winner Effect. His early successes with the Indian cricket team boosted his confidence, leading to remarkable performances and strong leadership skills.
7. Reliance Industries’ Growth Under Mukesh Ambani
Reliance Industries, under the leadership of Mukesh Ambani, leveraged early successes in petrochemicals to expand into telecom and retail. Each successful venture created momentum for the next, establishing Reliance as a global powerhouse.
What small wins in your life or career have contributed to your bigger successes?
Every small win counts. Whether it’s achieving a fitness goal or hitting a sales target, these incremental successes build the foundation for greater achievements. One of the reasons why everyone asks us to complete a set task in the morning which sets us on the winning mode. This is also why reliving our wins helps us get into the winning frame something very similar to the power poses.
The Winner Effect is a powerful force that can shape our lives and careers in profound ways. By understanding how success influences our brain and body, we can intentionally create habits and environments that foster winning momentum on a daily basis. Whether you’re an entrepreneur, athlete, or professional, leveraging small wins can set you up for long-term success.
So, how could you redo your day routine to ensure a daily morning win? Do share your thoughts
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