losing is OK......most professionals in any endeavor had to start from bottom and work themselves up. As long as you let losing roll off you and not gnaw at your skin, even if you lose 10 times for each 1 victory -- does not matter. you get better with experience, ie; playing more games and by going over your games -- trying to correct mistakes, and reading from what better ( especially master players ) have to say.
chess requires basic thinking and focus .. it probably would boost the esteem of the players who are used to losing if they made it their passion .. this way they get to practice chess and acknowledge their imperfections and their weaknesses and turn them into perfections and strengths ..