This principle is one of many in a series of principles taught by Marshall Thurber


  • High quality  = maximum client appreciation + minimal variation
  • Maximum client appreciation = Missionaries
  • Missionaries = Client Intimacy
  • Client Intimacy = Being Interested + Frequency of Interaction
  • minimum variation aka predictability
  • Appreciation = Emotional connection


  • Quality is creating appreciative clients in a predictable manner
  • Enemy of Quality is Variation
  • “Trade your expectations for appreciation and the whole world changes in an instant” – Tony Robbins


  • How to maximise customer appreciation?
    • being Interesting – Interested
    • Frequency of Interaction
  • Results in Client Intimacy

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