St. Jerome said it in the 4th century. The words still land today.

"Never rest until good becomes better and better becomes best."

I've spent nearly 30 years driving performance in sales, marketing, and growth roles. I've coached executives through transformations that seemed impossible at the start. The pattern repeats: the leaders who outperform their rivals share one trait.

They refuse to settle.

The Three-Stage Progression That Separates Winners

Good gets you in the game. Better keeps you competitive. Best creates distance between you and everyone else.

Most organisations stop at good. They hit targets, celebrate wins, then coast. The problem shows up 18 months later when competitors who kept pushing have moved ahead.

I watched this play out with a sales leader I coached last year. His team hit 103% of quota in Q1. He wanted to celebrate. I asked what would happen if they aimed for 115% in Q2.

He looked uncomfortable.

That discomfort matters. It signals the gap between current performance and potential. Executive coaching exists to close that gap.

Why Coaching Drives Continuous Improvement

Research shows executive coaching delivers a 788% return on investment. The reason is simple: coaching creates structured accountability for getting better.

You can't improve what you don't measure. You can't measure what you don't define. Coaching forces clarity on both.

In my practice, I've seen coaching increase individual performance by 70% and organisational performance by 48%. These aren't abstract numbers. They represent real revenue growth, faster deal cycles, and stronger team retention.

The kaizen philosophy from Japanese manufacturing applies here: small, continuous improvements compound into massive advantages over time. One fifth of your inputs drive the greatest returns. Coaching helps you identify that critical 20% and optimise it relentlessly.

The Perception Gap That Holds Leaders Back

Many executives overestimate their growth mindset.

I see this constantly. Leaders believe they demonstrate continuous improvement. Their teams disagree. The gap between self-perception and reality creates blind spots that limit performance.

External perspective solves this. A coach provides the mirror you need to see what you're missing. Not to criticise, but to illuminate opportunities for improvement you can't spot from inside your own experience.

Daily goal structure drives performance. Visualisation increases motivation. Mental toughness requires discipline. These aren't platitudes. They're frameworks that work when you apply them consistently.

From Theory to Execution

St. Jerome's quote isn't about perfection. It's about progression.

Good means you've built competence. Better means you're refining your approach. Best means you've created a system for continuous improvement that doesn't depend on motivation or willpower.

I built my coaching practice on real-world experience, not just theory. I've made the mistakes, fallen into the traps, and learned what actually works when you're trying to drive performance under pressure.

The executives who achieve best-in-class results share three habits:

They measure everything. You can't improve what you don't track. Performance data reveals patterns you'd otherwise miss.

They seek external perspective. Coaching provides the accountability and insight that internal teams can't offer. The ROI speaks for itself: 500-700% returns are common when coaching focuses on behaviour change.

They build systems, not rely on effort. Discipline matters more than motivation. Mental toughness comes from practice, not inspiration.

The Cost of Settling for Good

I've watched talented leaders plateau because they stopped pushing. They hit good and assumed that was enough.

It never is.

Your competitors aren't resting - especially if I’m coaching them!! Markets don't reward complacency. The gap between good and better widens faster than most people realise.

Coaching accelerates the journey from good to better to best. It provides structure, accountability, and external perspective. Most importantly, it creates the conditions for continuous improvement to become automatic rather than aspirational.

St. Jerome understood something fundamental about human performance: the moment you stop improving, you start declining. There's no neutral ground.

The question isn't whether you'll pursue better. It's whether you'll do it systematically or leave it to chance.