Is Competive Behavior

Dear Naomi, I have read your book cover to cover twice now, and gone through your Q&A looking to see if this question has been asked or not, and have not seen anything on this issue. My question is, what do you do with a very competitive 4 year old boy? I'll explain. My son is a very loving, adventurous, high energy little boy. But for nearly a year now he has been VERY competitive. I don't know where this comes from. We (husband and I) are not competition minded necessarly, We are not great sports fans. And though oppinionated don't compete with eachother or other's that we are aware of. Our son on the other hand is very competitive, wanting to walk ahead to "win", asking us to pass other cars to be faster. Does a lot of self talk to promote himself. We enjoy playing games, go-fish and the like, but never counted who one. Our son wants to always go first, and reminds that he likes to win, and feels very poorly if he doesn't. We have interperated these to mostly be power games and have made great effort to honor this and let him be powerful, ie. go first at a game, walk ahead, agreed with his self-talk ("yes you are strong.", "yes, you can run very fast"). But, now he is so competitive he wants to even be the first one in the bath, before his little brother, when a friend in their normal day wants to go to the bathroom and does so, he got upset because he wanted to go first, though made no mention that he had to go until the friend was in the middle of going to the bathroom. Wants to receive food, drink, etc... first. My concern is not letting him be powerful, that I am in full support of, but what do we do when he "loses"? I don't feel it is right to bend the rules so he can win every time, that is not life. It is not fair to his friends that he always "win". I am also not comfortable with his constant demands of self first. It is a part of our family's values to think of others and treat them how we would like to be treated, a concept I am well aware he is not able to fully comprehend, but one that is still important. Should I be concerned about this constant competive behavior? Or is this just a phase that he has to work out?