The mere act of winning a contest actually makes it more likely you'll win a subsequent one. Winning increases the receptors in the brain for critical hormones linked to first motivation and secondly aggression. So that's the biological, the likely biological mechanism for the winner effect. But in our own daily lives we can get into a frame of mind where we want to always do better than the next person. That's probably a less successful strategy than doing better than we did the last time ourselves.

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