Winning is hard.

A former Houston Cougar player was describing what it will be like to play for Tom Herman, the new head football coach at the University of Texas.

The player said, “Rip your heart out. Give it to your coaches.”

He said players will constantly be reminded that their program is based on meritocracy. Everything is earned. He said in Coach Herman’s world, you’re either a champion or a loser. Coach Herman is addicted to winning. “He knows nothing besides winning. Anything short of it is not acceptable. It’s non-negotiable.”

The former player’s advice to Texas Longhorn players: “Buy-in. You better learn to hate losing.”

Marketing also requires buy-in. It’s like a two-sided coin; every moment is an opportunity to do the right thing over the easy thing.

It’s much easier to push for the sale now than it is to actually matter.

In today’s free market there are plenty of choices. To stand out is based on merit. You earn it.

If you dislike that kind of effort required to win, you’re going to dislike irrelevance even more.

Remember, everything is earned.