Excellence is not about perfection, Bob Burg said in a blog post, but about the quality of every human interaction throughout the customer journey.

“Excellence is truly about how you make other people feel about themselves at every single touch point…the initial contact, the relationship-building process, every phone call, email, and text exchange, the follow-up/follow-through, the sales process, the referral process, etc.,” Burg wrote.

Burg’s message reinforces the principle that high standards in business aren’t measured just by systems or outcomes but by the emotional experience others have in every phase of interaction. He emphasizes that intentionality at every stage—from first impression to final transaction—shapes the perception of excellence.

His post continues a long-standing theme in his work, which encourages businesses to focus on value, generosity, and interpersonal effectiveness as the foundation for lasting success.

Burg is a speaker and author best known for The Go-Giver series, which promotes success through providing value and fostering authentic relationships.