With most of the single guys I've talked to I have seen an almost universal desire to be better with women, even if they are already doing good. I am a fan of much of the attraction self-help material put out there.
Neil Strauss once made the comment that women have magazines like Cosmo to give them self-improvement advice for how to find a man, whereas there is no suitable alternative for men (he points out that magazines like Maxim show women but don't offer any advice on how to attract them).
And since our culture is geared towards men having a more proactive role than women in this area, if you don't actively practice, learn and improve you can't get better.
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