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The Paradox of Excellence (by Mosby & Weissman) explains that as companies become exceptionally good at something, customers start taking that performance for granted, making the company invisible except for bad news, while high-achieving individuals fear showing weakness, sticking to safe tasks even as the company evolves, hindering growth. The book uses a story to illustrate this dilemma, offering a framework to identify and communicate unique value, track key metrics, and keep customers and employees focused on what truly matters to sustain long-term success.
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