You could use CROSS APPLY
:
SELECT *
FROM tab t
CROSS APPLY (SELECT MAX(col) c FROM (VALUES(t.col1),(t.col2),(t.col3)) sub(col)) s
ORDER BY s.c DESC;
DBFiddle Demo
Output:
┌──────┬──────┬──────┬──────┬───┐
│ name │ col1 │ col2 │ col3 │ c │
├──────┼──────┼──────┼──────┼───┤
│ Moe │ 0 │ 9 │ 2 │ 9 │
│ Joe │ 3 │ 3 │ 8 │ 8 │
│ Dan │ 5 │ 0 │ 3 │ 5 │
└──────┴──────┴──────┴──────┴───┘
EDIT
Great answer. I don't suppose there's a way to do this for an arbitrary number of columns (without dsql) is there?
There is a way without dynamic SQL:
SELECT DISTINCT t.*, c.s
FROM tab t
CROSS APPLY (VALUES(CAST((SELECT t.* for XML RAW) AS xml))) B(XMLData)
CROSS APPLY (SELECT MAX(a.value('.','INT') ) s
FROM B.XMLData.nodes('/row') AS C1(n)
CROSS APPLY C1.n.nodes('./@*') AS C2(a)
WHERE a.value('local-name(.)','varchar(100)') LIKE 'col%'
-- filtering based on name
-- it is also possible to JOIN and filter
-- based on metadata like sys.columns
) C
ORDER BY s DESC;
DBFiddle Demo