
Trump supporters like what he says about building the border wall, about Muslims, about renegotiating trade deals to bring back jobs and keep companies in America. They support Trump because of his positions; but they vote for him because they believe he really is the winner who can achieve these policy goals.
There is tension within the concept of a winner running for public office. A winner's success comes at the expense of others, not in service to them. But we are to choose Trump because he wants to serve, not because he wants to win.