The first line of the ethos of 'everyball' reads:
'We commit to fight for every ball, to run down every ball, and to play every ball with courageous purpose.'
Fighting for every ball links to our every ball hard cores of 'athletic look to split as they hit' as well as 'beating the bounce of both the incoming and your outgoing ball.' Running every ball down? No ball ever bounces twice in front of you or gets passed you!
But what does playing every ball with courageous purpose mean? We believe that it's doing the right thing at the right time and in the right place, and doing it with conviction. An example of this could be: after a long rally player is pulled out wide onto FH side, and feeling tired there is a strong impulse to 'go for broke' down the line. The courageous thing to do is to overcome this temptation, be prepared to 'suffer' a little more and go 'high and heavy' back down the middle to neutralise and stay in the point ready for a better opportunity.
In another scenario a player is up 5-4 40-30 against a player they have never beaten before. Having worked well to open up space the winner down the line is on. Does the player now have the courage to 'go for it' to seal the set.
I suppose we're all asked to the the courageous thing on a day to day basis, not just on the tennis court. Right thing, right time, right place, with conviction. Have a courageous day!