Tom Peters Was Right—The Best Don’t Pursue Excellence

Why Chasing Perfection May Be Holding You Back

Quick Summary

“Excellent firms don’t believe in excellence—only in constant improvement and constant change.” These words by Tom Peters, renowned author of In Search of Excellence, capture a philosophy that resonates deeply when change is a constant reality.

Excellence might seem like the ultimate goal for any organization, but static excellence is unattainable and even dangerous. Markets shift, expectations evolve, and industry landscapes are disrupted unprecedentedly. Therefore, organizations must abandon the static idea of “being excellent” and adopt a dynamic, growth-oriented mindset.

Constant improvement and change, more than excellence, are the keys to building enduring, resilient, and innovative organizations. For leaders, this is your ultimate North Star when adopting a mindset that drives results and future-proofs your strategy and operations.

What Do Excellence and Constant Improvement Mean?

Excellence, in the traditional sense, is often associated with achieving perfection. Many organizations strive for it by optimizing their operations, customer or client experience, and brand reputation to meet an ideal. But in practice, perfection is a fleeting concept—one that, once achieved, fails to grow or adapt.

On the other hand, constant improvement is a forward-thinking philosophy. It's grounded in the belief that there’s always the possibility to grow, adapt, and evolve—whether improving products, refining services, or streamlining internal processes. This perspective prioritizes continuous learning and proactive change over the finality and stagnation of “excellence.”

Examples of Leading Companies:

• Google continuously iterates on its products, even flagship ones like Gmail or Google Search, to improve functionality and user experience. It doesn't look for "the perfect version"—it stays in constant beta.

• Toyota pioneered the Kaizen continuous improvement model, focusing on small, incremental changes across its production system to drive long-term efficiency and innovation.

• Amazon embodies change with its “Day 1” philosophy—Jeff Bezos’s famous call to treat every day like a startup, constantly adapting to customer needs and experimenting relentlessly.

These examples demonstrate the power of constant improvement. Instead of chasing the utopia of excellence, successful organizations are obsessed with what’s next.

The Benefits of Constant Improvement

Adopting a culture of continuous growth can be a game-changer. Here’s why it’s worth prioritizing constant improvement over static excellence:

1. Resilience to Change

Organizations incorporating improvement as a core practice are better equipped to adapt to rapid change. For example, during the COVID-19 pandemic, companies like Zoom and Shopify thrived by rapidly rolling out new functionalities to meet increased demand and shifting customer needs.

2. Driving Innovation

When there’s no “end goal,” innovation becomes a natural part of the process. Industries are littered with stories of companies that became complacent—Blockbuster, Kodak, Nokia—and suffered for it. Organizations prioritizing ongoing innovation, like Tesla, with its autonomous driving software, are less likely to fall into such traps.

3. Enhanced Team Engagement

Teams are motivated in cultures that value growth and collaboration. According to a Gallup study, highly engaged teams show 21% greater profitability than disengaged ones. A mindset of constant improvement fosters creativity and inclusivity in the workplace, motivating people to perform at their best.

4. Improved Customer Satisfaction

Customers and clients notice constant improvement. Whether it’s making your website easier to use or offering quicker delivery options, incremental gains build loyalty over time. Firms like Apple have mastered this. Each iteration of the iPhone isn’t a revolution, yet every update adds meaningful value to the customer experience.

Overcoming the Challenges of Implementing Constant Improvement

While the philosophy sounds promising, putting it into practice can be challenging. Many organizations struggle to break free from established processes or resist change. Here’s how you can overcome these obstacles:

1. Cultural Resistance

Resistance to change often stems from fear of the unknown. Combat this by creating transparency within your organization. Communicate the “why” behind improvements, celebrate small wins, and ensure that teams are involved.

2. Siloed Workflows

When departments don’t collaborate, the chances of achieving continuous growth diminish. Break these silos by fostering cross-departmental collaboration, leveraging communication tools like Microsoft Teams, or conducting routine inter-team meetings.

3. Short-term Focus

Constant improvement is a long-term game, but organization leaders often face pressure for immediate results. Balance short-term goals with a clear long-term improvement strategy, ensuring KPIs reflect incremental progress, not just dramatic outcomes.

How Leaders Can Foster Constant Improvement

Building a culture of improvement requires leadership, vision, and action. Here’s how to get started:

1. Start with Clear Goals

Set achievable, short-term targets aligned with your long-term vision. For instance, Toyota’s Kaizen method focuses on making small changes daily rather than massive overhauls.

2. Empower Employees

Give your employees the tools, freedom, and resources to contribute to innovation. Harvard Business Review emphasizes the benefits of empowering employees to voice their ideas and own the responsibility for improvement.

3. Leverage Data for Insights

Use KPIs to monitor growth areas, address bottlenecks, and make evidence-based decisions. AI-powered tools like Tableau or Power BI can help leaders analyze data to prioritize improvement projects.

4. Iterate and Reflect

Once you’ve implemented changes, measure their effectiveness, gather feedback, and refine. Continuous growth isn’t about perfection—it’s about testing, failing, learning, and doing it better the next time.

Sustaining the Momentum

Starting a culture of constant improvement is just the beginning—the real challenge is maintaining it over time. How do you prevent your organization from slipping into old, complacent habits?

1. Celebrate Progress

Acknowledging wins, no matter how small, keeps your teams motivated. Salesforce does this well through its “Recognition” feature on Slack, which publicly highlights team efforts.

2. Encourage Lifelong Learning

Keep innovation alive by investing in training and development programs. Promote a culture where learning never stops, be it through workshops, webinars, or new certifications.

3. Stay Forward-Focused

The moment you believe you’ve reached the pinnacle, you’ve already started to fall behind. Gather feedback from customers, competitors, and industry trends, constantly asking, “What’s next?”

4. Leadership’s Role

As a leader, it’s your role to model a growth mindset. Leaders who are open to feedback and ready to adapt influence their teams’ willingness to follow suit.

Build a Legacy of Change

Tom Peters was right—organizations shouldn’t chase static excellence. Excellence is not a destination; improvement and change are the vehicles for achieving lasting success. Leaders must foster growth-oriented cultures, empower their teams, and continuously adapt to the evolving nature of industries.

The time to take action is now. Challenge your teams to think differently, question the status quo, and take that first bold step toward constant improvement. Let’s create workplaces defined by innovation, resilience, and success.