Paradox of excellence
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The phrase paradox of excellence is a term that refers to a perceptual phenomenon where as an entity's performance improves, that performance becomes less perceptable to others, causing that performance to be less valued.
The phrase was coined by David Mosby, who was developing information systems for corporations in the 1990s. He discovered that well run companies were not being correctly perceived by customers and realized there was an inverse relationship between performance and perceived value.
The term was popularized and applied to daily life by Dave Mosby and Michael Weissman's 2005 book, The Paradox of Excellence, How Great Performance Can Kill Your Business ISBN 0-7879-8139-7.
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