EXCELLENCE by Jim Collins

“A second value where we cross over is the idea that excellence and improvement need no justification. If you think that the reason to improve is anything other than that improvement is intrinsically good—if you need a reason to try to make something as excellent as it can be and make it even more excellent because it will get you somewhere rather than that excellence in and of itself is an intrinsic good—it's not a means to an end. It is an end. It needs no explanation, it needs no cost-benefit analysis. It just is a beautiful sentence; a beautiful piece of music is a beautiful piece of music—it just IS. That, I believe, is very much —you continue to grow, you continue to learn until one day you're outta days. But until then, you just stay on that trajectory. That, I think, we both share, very much.”