Best Practices in Health Promotion: The Joy of Chasing the Uncatchable

Continuous quality improvement (CQI) systems enable organizations to get better and better at what they do, thereby increasing the value of the products they make or the services they provide. This editorial argues that CQI principles are closely related to the goal of this journal to advance best practices in health promotion. To this end, contributors of articles are called on to write a discussion section that offers soaring insights alongside practical takeaways for our readers. Unlike other sections of an article, the discussion section is where scientists should feel emboldened to speculate, admit surprises, and muse about possible cause and effect relationships they found gratifying or troubling. The discussion section is our window into how today's best practices are informing next practices or are about to be supplanted by a better idea.