The article downplays the word "consistency". Being slightly better is indeed an advantage, but unless you keep being "slightly better" all the time, the others

The article downplays the word "consistency". Being slightly better is indeed an advantage, but unless you keep being "slightly better" all the time, the others can outdo you, since you're not the only one trying to move up. "Use habit to keep being slightly better!" -- but sometimes "slightly" is not easy to get by simply making it a habit. "Grow userbase 5% week over week", for example. It's easy to get 5 extra users when you have 100. But once you reach 1000, getting 50 probably not easy.