"Winning" outside of sports is completely subjective and totally in the individual's mind. IMO, winning infers accomplishing one's goals against an adversary's wishes. If the goal is to avoid a fight against an aggressor and one accomplishes this, he has won - he has thwarted the aggressor's plan and accomplished his own. Whether done by logic, emotional appeal, diffusing the situation, threats or simply by one's confident physical bearing, the result is the same.
It's also possible to lose the battle, but win the war as a result. So there may be a tactical loss, but a strategic win. Sometimes it's the opposite. A short term win may set the stage for a long term loss. It's all relative to how big or how little of a picture we are considering.
Reminds me of a story, I believe from ancient China - here is the tale of a mother talking to her friend:
A - My son found a beautiful horse, abandoned in the valley.
B - Oh, how wonderful!
A - He tried to ride it, but was thrown off and broke his leg, and now he limps.
B - Oh, how terrible!
A - The army came to draft him into battle, but since he was crippled, they let him stay on the farm with us.
B - Oh, how wonderful!