Make your upper limit, no limit.
Don't just talk about it, do it.
If they're going to remember the problem, make sure they remember it fondly.
Ask your loyal customers for positive comments about your products and your service. Then post these testimonials where other customers and prospects can enjoy them.
Passion isn't always available. The committed get things done even without it.
Be the exception to the rule. It's the surest way to become exceptional.