An object at rest tends to stay at rest. That's the law of inertia. Objects "tend to keep on doing what they're doing." And like objects, we human beings have the tendency to rest on our laurels, to rely on past victories. The more we remain in our comfort zone, the lazier and more self-indulgent we get. While others move ahead and create more and more excellence for themselves, we grow fat and myopic. Before we know it, we've become obsolete.
This inertia can creep up on you in your personal as well as professional life. It also afflicts organizations. What you need to do is create a habit of continually raising your own standards of excellence. These steps will make it easier to stand out, be noticed, and have greater levels of success and satisfaction.
Inertia or not, depends on whether one has the time to do it. One should always pick their "battles" and raise the standard when appropriate. It would not be ideal to raise the standard when the project is already in the "fire-fighting" mode.
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