Field studies demonstrate that there are substantial numbers of dissatisfied people in many buildings, among them those suffering from sick building syndrome (SBS) symptoms, even though existing standards and guidelines are met. The reason is that the requirements specified in these standards are rather low, allowing a substantial group of people to become dissatisfied and to be adversely affected. A paradigm shift from rather mediocre to excellent indoor environments is foreseen in the 21st century. Based on existing information and on new research results, five principles are suggested as elements behind a new philosophy of excellence: 1) better indoor air quality increases productivity and decreases SBS symptoms; 2) unnecessary indoor pollution sources should be avoided; 3) the air should be served cool and dry to the occupants; 4) "personalized air", i.e. a small amount of clean air, should be served gently, close to the breathing zone of each individual; and 5) individual control of the thermal environment should be provided. These principles of excellence are compatible with energy efficiency and sustainability.