This weekend is the Harvard-Yale game. For any associated with those schools in any way, this is "The Game". Nothing else matters. All year long, these two teams have known they would play this game and that this is what they would remember forever.
For other teams, "The Game" is different. Think Duke-Carolina (basketball), Yankees-Red Sox (baseball), New Zealand-South Africa (rugby), India-Pakistan (cricket), Celtic-Rangers (soccer), Ferrari-McLaren (car racing), Oxford-Cambridge (rowing), or Commoners-OTH (Winkies).
In each of these cases, winning is worth almost any sacrifice or cost.
What is "The Game" for your organization?
What is that one thing to which everyone dedicates everything? What game must you win?