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Principals [and senior colleagues] have long recognised the fundamental importance of retaining their best teachers as classroom teachers but they have often struggled to find a proper professional way to achieve this. They are clear that such teachers need enhanced status and recognition, a defined role and some form of reward. This three year, qualitative study, reveals that Principals highly valued the Advanced Skills Teachers role, abolished by the UK government in 2013 after 16 successful years and wish a new version to be established, perhaps led by the newly created College of Teachers. They have adapted the performance related pay model at school level to attempt to recognise and reward their best teachers but find this approach ineffective.