Complacency... Is it the ultimate success killer?

I was chatting to a buddy of mine who opened up a chain of coffee shops around Australia in the mid-1990s. The business took OFF and he reached all of his milestones earlier than he anticipated. However, come the early 2000s, his business was challenged and he failed to take action because he believed his business model "was the ideal one". By the mid-2000s he almost went bankrupt.

Thankfully his business is growing again (and profitable!), but this got me thinking about success and complacency. With dedication and persistence, chances are us IMers will achieve the goals we set for ourselves, however what happens once we reach those goals? I believe that once you achieve one goal (no matter whether it's big or small), you need to fill that space with another goal. In the business sense, you need to continuously review your strategy.

I read somewhere that Michael Jordan is the best basketball player of all time. In his spare time, he used to watch videos of his games. Not because he was vain, but because he constantly wanted to keep up his "game" and see where he could improve.

For those of you that have reached a desired level of success? What did you do? Did you keep setting bigger goals, or did you take a break for a bit. Did you have success, or did it affect you in a not so desired way?

Cheers,
GJ