Whether you strive to win or you lose, it doesn't matter. What matters is your own training to be better and try not only to protect yourself, but also those around you from the evil doers.
Those are in a sense your personal training, when doing kendo.
In my case, I'm not that interested in striving to be a winner or what. I strive to be a better warrior of the Good not only in Kendo, but also OUTSIDE of Kendo.
For me, every shiai, jigeiko and training are my own personal training to be a better an in all aspects.