• To the kids—being a role model, introducing skills and good sportsmanship, encouraging player development over winning, developing the most out of each kid and remembering:  “The magic is in the ball!” and “The game is the great teacher!”
• To the parents—demonstrating that their kids will be treated with respect, with fairness, with equal opportunity for skill acquisition and playing time and with a player-development model that encourages each child to get the most out of their natural abilities.
• To the referees—showing respect for the officials, most of whom are youngsters also learning the game, knowing that referees’ calls are final—you can’t change them no matter how loud you get—and realizing that your actions can help encourage or drive young refs from the game! 
• To the game itself—recalling that we talk about “the spirit of the game”—that intangible aspect of soccer that signals a worldwide phenomenon in which kids from all walks of life and with all kinds of athletic ability and aptitude can participate.

For a superb short talk on coaching ice hockey that rings true for soccer coaching as well, check out:  http://www.youtube.com/watch?v=zWsj089oNM0