Great work is replaced with good work. Outstanding effort and exceeding expectations is replaced by doing what is necessary to achieve a required target. But cruising doesn't cut it. This is a competitive world. Others out there want to be the market leader, to be successful.
Competition gears up to overtake the leader.
Competitors will innovate and seek to exploit weaknesses. I know what I'm doing. I'm doing good work. Don't bother me. The pursuit of success is better viewed as a marathon than a sprint.