#1 For the Win?

The definition and origin of "For the win," how it applies to this brand, and how it underpins all we hope to achieve. 


According to the Urban Dictionary, the term "For the win" can be defined as follows...

"In gaming parlance, a choice or strategy that should guarantee victory."

It originated, as far as we know, on a popular game show called Hollywood Squares.

The show ran 26 seasons from 1966 to 2004.

On that show, it was basically a game of tic tac toe.

Choosing a square that would give the contestant three in a row would have them say something like "I will take Demond Wilson for the win."

From there it got picked up and entered the gaming lexicon.

Or, the phrase"For the win"  is usually used to refer to something cool or desirable i.e.

  • Gamer 1: Those shoes look so comfortable.
  • Gamer 2: I know... Allbirds shoes for the win.

So let's get back to that choice or strategy that should guarantee victory.

Guarantee Victory?

It's what we all want for our children right?

We all have our own definitions of what victory looks like.

It's our job/desire as parents to do all we can to stack the deck in their favor so that they go on to grow up and achieve that victory.


So, let's define victory.

Victory Defined

To create and nurture in our children a profound love of learning.

A deep seeded desire to always be learning.

To never stop learning.

Why? Well, we tend to agree wholeheartedly with Ben.

An investment in knowledge pays the best interest.

Benjamin Franklin

Moreover, we feel the subject matter is less important than the actual desire, the love of learning itself.

If as parents we can put our children on the path of being life long learners, then victory — pretty much regardless of how you define it — is guaranteed.

Our two ¢ anyway. 

Plant the Oak Tree

Oak Tree

When is the best time to plant an oak tree?

30 years ago.

When is the next best time?


Which is the second point of our endeavor? The time to get started on this journey is right away and daily. The best path to life long learning is incremental learning done daily.

There is so much talk about how absorbent the toddler's brain is.

So, why not get started right away?

That is our contention.

That is the idea for this brand.

That is what we endeavor to do

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