The album continued the brothers' trademark of mixing uptempo funk numbers with softer soul balladry. However, their sound now included elements of disco. While some of their music had pioneered the genre, Winner Takes All was the first album to embrace disco rhythms.
The disco element helped songs such as "I Wanna Be With You" and "It's a Disco Night (Rock Don't Stop)" become hits. However, the band didn't release any ballads from the album, making it one of the few times since 1973 that they not released a ballad as a single. However, ballads like "You're Beside Me" and "How Lucky I Am" still received airplay on quiet storm radio formats.
The album was successful enough on both the pop and R&B album charts where it reached #14 and #3 respectively and eventually went gold after selling past 500,000 copies.