The Best or Nothing” (German: Das Beste oder Nichts), this famous tagline was adopted officially by Mercedes Cars in 2010. This line and the idea was there in the founders and employees of Mercedes internally for almost a century, before making it their marketing highlight, much later. Initially this helped the company engineers and employees to be motivated to do their best, when they are in company. Later when it was adopted officially as a tagline of the company, it became an emotion to sell, convincing customers that we are the best in business and you deserve the best or nothing.
For a long time I embraced this idea and tried to implement it in my life. Over the years, yes this idea kept me motivated. I became a successful entrepreneur over the years and this line kept fuelling my desire to be the best in work ( my practice as a neurosurgeon) and life. No guessing which car I own.
Paradoxically, after listening to countless patients in my practice and learning from my own life experiences, I have come to the conclusion that this idea may be motivating for some, but I would not recommend this to all. Below I am listing the reasons for this realization as a neuroscientist.
- Perfection procrastination: Whenever “best” word strikes our mind, it creates a larger image of our future self. Sometimes it can motivate you to take a step towards that, but most of the time it triggers the fear centre – Amygdala, which takes it as a huge challenging fear. This in turn cascades procrastination to avoid the task and the mind starts distracting towards instant gratification. This phenomenon is called perfection procrastination. Yes it happens in the majority of the people. That is why not all are “best” in their businesses or simply not all are Mercedes car owners.
- High cortisol levels, less bliss in life
In current times when external validation becomes the primary measure of success, being “the best” is exhilarating for some, but exhausting for many. To be the best constantly can overstretch our mental and emotional resources. Neuroscience shows that chronic stress and pressure increases blood cortisol levels, leading to fatigue, irritability, and sometimes even anxiety or depression. - Dopamine spikes
Focusing on being the best often makes us compare ourselves with others constantly. In the brain, this triggers the reward system in a rash way. Dopamine, a chemical in our brain spikes with recognition, but drops sharply with perceived failure. This rise and dip in dopamine levels can erode self-esteem, create jealousy, and even reduce our overall satisfaction in life, despite our achievements. - Growth vs. Outcome Focus
Too much obsession with being the best sometimes affects the process of becoming the best. Fear of “nothing” or fear of failure can be detrimental to the small stepping steps towards the “best”. Neuroscience suggests that chasing “the best” is often outcome-focused: the next award, the next milestone. This obsession with results can affect the small steps, overshadow progress, learning, and the small joys that actually make life meaningful. - Excellence Over Perfection
The key lesson I have learned in 20 years of clinical practice is that excellence is sustainable, but perfection is paralyzing. Excellence allows for human errors, adaptability, and most important learning from failure. It engages the prefrontal cortex ( area of brain involved in decision-making and planning ) in a balanced way, without overwhelming the limbic system ( area of brain that is the centre of emotions and fear). Choosing excellence over “the best” fosters consistency, satisfaction, and a healthier mind.
Conclusion:
“The best or nothing” works well as a corporate slogan and occasionally as a personal motivator. But for most people, striving for excellence, embracing imperfection, and focusing on consistent progress are more aligned with human psychology and brain function. As a neurosurgeon, entrepreneur, and student of human behavior, I can confidently say:
Aim to be your best, but don’t let “nothing” haunt you—sometimes, good enough is perfectly fine.
Dr Arun Tungaria
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