 Furillo said in his unpublished memoirs Sanders first made the statement to him after UCLA's loss to USC in 1949.The phrase is quoted in the 1953 film "Trouble Along the Way" by Sherry Jackson's character, Carol Williams.In 1955, in a "Sports Illustrated" article preceding the 1956 Rose Bowl, he was quoted as saying "Sure, winning isn't every thing; it's the only thing."