Elections aren’t about winning and losing. They’re not for candidates at all. Elections are for giving the voters a choice of peers to choose from so we can participate in running our society. Keep in mind that candidates are voters, too.
Some people quote complicated campaign theory about how to get elected and complain about third-party candidates stealing votes. Some even suggest that third parties should bow out and support ‘the big boys’. I am of the opinion that these people are rather lacking in ethics, don’t really believe in the democratic process, certainly don’t respect voters right to choose and may even feel voters aren’t intelligent enough to decide for themselves. That just might be me, though.