In my last race, i had a moment where i said to myself, "You f##king idiot, you spend all this time trianing are you going to let that person in front of you beat you?" it was the first time i felt the kick and put in my best performance (took 13 min off my previous years result in a sprint and 7th AG). It was a first for me and it marked a point where i went from competing to complete to racing. I think carrying this attitude forwards will help.
So to go faster, race to finish compete than to complete!
Funnily enough that is that same reason a colleague gave for not moving on from being a very good OD triathlete to trying IM distance. Personally, i think that is nonsense!