Why do we desire to win?

[bourbon]

One of the disconnects I've run into is why "victory" is so important.

I believe it conjures up a sense of zero-sumness toward humanity, which this crowd finds vulgar and anathema to their world view.

So, why is it imperative to "win", especially in a COIN conflict?

It seems to me that outcomes in counterinsurgency conflicts are inherently nonzero-sum. That is, our efforts against insurgents, our "victory", is connected to increasing the populations security and bringing some of the rebels back into society. Obviously when rounds are flying between the insurgents and us it is zero-sum, no getting around that. But I think the "enlightened" crowd will "get it" when explained in non-zero terms.