Excellence
Excellence was to the quality of being outstanding or extremely good in a particular area or field of study. It encompassed a commitment to high standards, continuous improvement, and the pursuit of mastery.
In 2365, while having a discussion about giving Kyle Riker a career, Deanna Troi went through his knowledge and Riker said he may have something of a reputation for excellence, which Troi concluded that he had false humility. (TNG: "The Icarus Factor")
In 2373, Elim Garak expressed to Worf that lying was a skill that one needed to practice constantly in order to maintain a level of excellence. (DS9: "In Purgatory's Shadow")