This is interesting to me. Last year I did a conflict resolution workshop and one of the things we explored was how people approach conflict situations. Often, conflict becomes present when one or more parties enter the conversation with the intention of "winning." The problem with "winning" is that someone must therefore lose and will likely result in further conflict down the line.
However, this is not to say that going into a situation with the intention of winning is necessarily a bad thing; it's just that wanting to "win" all the time is a recipe for ultimately "losing."