The history and pitfalls of pursuing excellence are convincing but how do we redefine the meaning of success?

I believe we should think less about excellence and more about personal fulfillment — a sense of achievement that’s balanced by wellness.

Reaching for the top can have many negative consequences — on our health, our relationships, our passion, and our happiness.

By striving for fulfillment, we might end up happier and more successful than ever before. That’s the goal I set for myself and the advice I share with our team members.

Whether you’re marketing an idea, product, service or experience, you should work intentionally to move toward one of these core disciplines.

Keep in mind that unless you’re a well-funded brand with a deep, logistical infrastructure, you should probably avoid operational excellence and focus on product or service excellence.

Whether you’re a tech company, professional services firm, physician practice or hospital service line, knowing how to wow your clients — and having the systems in place to deliver on it — will take you and your brand to the next level.