Always Reward Quality, Pt. 1

I just sent an e-mail to the publishing department at Washington State University, complimenting them on the quality of one of their recent books.

Do they know me? Am I an authority in their field?

No, but I felt it was important to acknowledge the above-average quality of the book. Perhaps, in a small way, my e-mail will encourage them to maintain their standards, instead of allowing standards to slip.

Guerrillas are always busy. But, they shouldn't be too busy to express appreciation for a job well done. Especially when there's no immediate benefit to doing so. Because, hopefully, at some point, one of your customers will do the same for you, and their message will arrive on a day when it will be especially appreciated.