You find out that you aren’t even close.

I’ve had clients experience it, I’ve lived it myself, and at least one of my vendors is just about to experience it.

No matter how good you are, you’d better be getting better.

In fact, you’d better be getting better at getting better.

If you don’t, someone is gonna burnout, implode or spontaneously combust.

Seth Godin does a fine job of summing up the customer side of it in this guest post.

Improve, every single flippin’ day.