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When Doing Better Means Feeling Worse Professor of organizational behavior, Victoria Husted Medvec, explains why coming in third feels worse than placing second. Answering that question means reckoning with what you've achieved, with the price you've paid, and with the balance between the two. Many people's lives feel out of control because the cost of their success is too high. They work on assignments they don't like, they work with jerks, or they're just always working. That's not always the case.