ABSTRACT
In this chapter, information is presented to highlight why coaches should send strong messages to athletes that effort and improvement (above all else, including ability and performance outcomes) need to be the focus of everything germane to teams. Effort and improvement genuinely should make up the essence or core of team values, and everything the team does should be considered in light of these features. Many strategies are presented that coaches can use to highlight the features of effort and improvement throughout the season in both practices and competitions with their athletes.
