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When you have a challenge and the response is equal to the challenge, that's called 'success'. But once you have a new challenge, the old, once-successful response no longer works. That's why it is called a 'failure'.

Stephen Covey
Successful, Challenges, Equal
Stephen R. Covey (2013). “The 8th Habit: From Effectiveness to Greatness”, p.15, Simon and Schuster
When you have a challenge and the response is equal to the challenge, that's called 'success'. But once you have a new challenge, the old, once-successful response no longer works. That's why it is called a 'failure'.