An Acronym for Relentless Iteration + Optimization

The minute you accept your current standards is the moment you’re on the path to irrelevance. Heroes are masters of “satisfied discontent”.

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Relentless iteration and optimization. The acronym that I teach is NSI, Never Stop Improving. You absolutely want to be on fire to leave everything you and your team touches better than you found it. And you know, this is where you're going to actually have to fight your psychology and your neurobiology because the very nature of a human brain and a human being is to stay in a steady state. And so to be a disruptor in your marketplace, to consistently say, I now have mastered the rules, so I am able to break the rules, to have a product that is so good that it makes people cry when they experience it. And then to say, that's great, but like a great athlete, yesterday's championship performance is today's starting point takes a terrifying amount of courage. And that's why so few people are iconic. And so I'm just challenging you with great love and respect every single day. And this is what makes an icon. This is what makes a legendary leader every single day. Never mail it in. Always bring it on. They say this in the entertainment industry. You know what? You jumped the shark. Remember the show Happy Days years ago? Top show. Happy Days. But they lost their game. They stopped innovating. They stopped optimizing. Everyone was watching Happy Days. They started resting on their laurels. They experienced The Titan's Decline. They lost their magic. They started losing market share. People stopped watching it. And then what happened one day? The cool edgy guy Fonzie, hey, I'm the Fonz. What happened to him? He literally started diluting the character, Arthur Fonzarelli. He literally started diluting that edgy character. And what happened? In one episode at the very end of its run, Fonzie jumped a series of sharks. And now in the entertainment industry, they'll say, huh, you know that show that was so amazing and calibrated and edgy and genius? Yeah, they've jumped the shark. How about fashion brands? They used to be cool or brilliant. Jump the shark. How about a lot of apparel companies? Jump the shark. How about a lot of technology companies, apps that you love, jump the shark. How about your favorite restaurant five years ago? Jump the shark. They used to have magic. They lost the game. Key point. If you are an empire maker, relentless iteration and optimization. So you constantly fight irrelevance and stay at the top of your league, not for a window of opportunity of a year, but for decades and even better generations.