A man went into a restaurant and ordered breakfast. He told the waiter, “I want two boiled eggs, one of them undercooked so it runs, the other one cooked so hard it looks like rubber. I want my coffee cold and my butter so hard it can’t be cut.”

The waiter said, “We can’t do that.”

“Sure you can,” said the man. “You did it yesterday.”

Unfortunately, quality is not top of mind for all businesses.

Quality is not just another box to check in business; it's a philosophy that permeates every aspect of an organization. It requires a commitment to excellence, attention to detail and a willingness to continuously improve.

Quality is absolutely crucial in the business world, acting as a cornerstone for success and longevity. That’s why the week of Nov. 10 is designated World Quality Week. Let's break down why quality holds such significance:

Customer satisfaction and loyalty -- Quality products and services lead to satisfied customers. When customers receive value that meets or exceeds their expectations, they are more likely to return and become loyal patrons. This loyalty translates into repeat business and positive word-of-mouth, which are invaluable for any company.

Competitive advantage -- In a crowded market, quality can be a key differentiator. Businesses that consistently deliver high-quality products or services stand out from the competition. This distinction can help attract new customers and retain existing ones, providing a competitive edge.

Brand reputation -- A reputation for quality builds trust and credibility. Companies known for their quality are often perceived as more reliable and trustworthy. This reputation can enhance brand image and open doors to new opportunities, partnerships and markets.

Cost efficiency -- While it may seem counterintuitive, investing in quality can lead to cost savings. High-quality products often require fewer repairs, replacements and customer service interventions. This efficiency can reduce operational costs and improve profitability in the long run.

Employee satisfaction and pride -- Quality isn't just about the end product; it's also about the process. Employees who work for a company that prioritizes quality often feel more satisfied and take pride in their work. This can lead to higher morale, increased productivity and lower turnover rates.

Long-term success -- Quality is a long-term strategy. Businesses that focus on quality are more likely to weather economic downturns and industry changes. They build a solid foundation that supports sustainable growth and success over time.

When I founded Mackay Envelope Company many years ago, every time we landed a new account we checked and double checked the first order to make certain it was correct. Nothing is more destructive to a company’s bottom line and its relations with customers than defective products. We still test throughout the manufacturing process and then test again just before shipping. Then we test the testers to make sure they know what they’re doing.

As I like to say, when you’re out of quality you’re out of business.

Here’s a story to illustrate my point. In ancient Rome, when the scaffolding was removed from a completed arch, the law read that the engineer who built the arch had to stand under it. The point was that if the arch came crashing down, he would experience the responsibility firsthand. As a result, the engineer knew that the quality of his work was crucial and would have a direct personal impact on his life.

Similarly, World War II parachute packers had an unacceptable record: 19 out of 20 parachutes opened. The manager discovered that by allowing the packers the pleasure of testing their parachutes by jumping from a plane, quality rose to 100%.

Mackay's Moral: Quality is remembered long after price is forgotten.

He can be reached through his website, www.harveymackay.com, by emailing harvey@mackay.com or by writing him at MackayMitchell Envelope Co., 2100 Elm St. SE, Minneapolis, MN 55414.)

A well-dressed gentleman was headed into a drinking establishment when he spotted an elderly man fishing in a puddle outside. He invited him inside for a drink. As they sipped their whiskeys, the gentleman thought he would humor the old-timer and asked, “How many have you caught today?”

The old man replied, “You’re the eighth.”

How many times have you perceived the wrong scenario? What you see may not be reality. Perception can be misleading.

I have another way of saying this when I speak to corporate audiences: Things are not necessarily as we always perceive them to be. I often share the story of the man and his son who are in a car accident and are badly injured. The younger man needs emergency surgery. But at the hospital, the surgeon says, “I cannot operate on this person. He is my son.” But wait, wasn’t the father injured too?

Yes, but you would be amazed at how many people, in this day and age, have not figured out that the surgeon is in fact his mother. When I first started using this example some years back, very few made the connection. Now it’s probably 50-50. Perceptions change, but not always as quickly as reality.

A variety of factors affect your perception: what you can actually see or hear or feel, previous experiences, opinions of others, even concerns about how you might be perceived. How you perceive a thing determines how you receive a thing. If you perceive something as negative, that’s exactly how you will receive that message. In other words, your outlook often determines your outcome.

“We must look at the lens through which we see the world, as well as the world we see, and that the lens itself shapes how we interpret the world,” wrote Stephen R. Covey in “The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change.”

Understanding how people perceive customer relationships is crucial in business. Perception can significantly impact a company's reputation, customer loyalty and overall success. Here's an in-depth look at why perception is so important:

Trust and credibility -- Trust is the cornerstone of any strong relationship. If customers perceive your business as trustworthy and credible, they are more likely to remain loyal and recommend your services to others.

Consistency is key -- Consistent and reliable service helps build a positive perception over time.

Brand image -- The initial perception customers have of your brand can set the tone for the entire relationship. A positive first impression can lead to long-term loyalty. How customers perceive your brand in comparison to competitors can be a deciding factor in their purchasing decisions.

Customer experience -- Customers don't just buy products; they buy experiences. A positive perception of the customer experience can lead to repeat business and referrals. Actively seeking and responding to customer feedback can enhance perception by showing that you value their opinions and are willing to adapt.

Handling negative perceptions -- Addressing negative perceptions quickly and transparently can mitigate damage and restore trust. Regularly monitor online reviews and social media to manage and improve public perception.

You can also enhance customer perceptions by going above and beyond in customer service to create memorable experiences. Also, engaging with customers authentically and personally builds stronger connections.

On the first day of school, a teacher was glancing over the class roll and noticed that after each student's name was a number such as 138, 140, 154, and so on.

“Look at these IQs,” she thought excitedly. “They've given me a terrific class!”

As a result, the elated teacher worked harder with this class than with her others. She tried innovations that she thought would challenge them and hold their interest. And it worked! The class did much better than any of the other classes she had taught in the usual way.

Only later did she find out that the figures after each pupil's name stood for their locker numbers, not their IQs.

Even though her class had children of all ability levels, this teacher’s perception that her students were super-smart produced above-average results. I suspect she learned a lesson too -- that the power of perception can unlock hidden potential.

Mackay's Moral: In business, perception is reality. How you are perceived by your customers can be the difference between success and failure. Always strive to create a positive and lasting impression.

He can be reached through his website, www.harveymackay.com, by emailing harvey@mackay.com or by writing him at MackayMitchell Envelope Co., 2100 Elm St. SE, Minneapolis, MN 55414.)

One day a small mouse surfaced from his nest to find himself between the paws of a huge sleeping lion, which immediately awoke and seized him. The mouse pleaded with the fierce beast to be set free. The lion, being very noble and wise, and in no need of such small prey, agreed to let the relieved mouse go on its way.

Some days later, in the same part of the forest, a hunter caught the lion in a trap. The lion sat there, trussed up in a strong net, helpless, waiting for the hunter to return. But the mouse came along next and saw the lion in need of help. He promptly set about biting and gnawing through the net, which soon began to unravel, setting the great lion free.

The moral of the story is, of course, that the good you do for others often comes back to help you.

English theologian John Wesley offered this advice: “Do all the good you can, by all the means you can, in all the ways you can, in all the places you can, at all the times you can, to all the people you can, as long as ever you can.”

If that sounds like a tall order, I challenge you to give it a try and see how your own life improves, even if those favors are never returned.

Doing favors for people is a common theme in political and business circles. Politicians often build networks by doing favors for others. This strategy allows them to accumulate goodwill and support, which can be invaluable when they need backing for their initiatives or during elections.

The idea is that by helping others, they build a relationship that might later be useful. This is also a powerful tool in business, leveraging networks to achieve goals.

Doing favors can be strategically advantageous for several reasons:

Building a network of goodwill. This network can be invaluable in business, as it often leads to reciprocal actions that can benefit you in the future. By helping others, you establish a foundation of trust and mutual respect, which can open doors to new opportunities.

Strengthening relationships. Offering assistance or favors without expecting immediate returns can strengthen relationships. When you help someone, they are more likely to think positively of you and your business, which can lead to stronger partnerships and collaborations in the long run.

Creating leverage. In negotiations or business dealings, doing favors can give you an edge when seeking support, advice or assistance in critical situations. People are more inclined to help when they feel they are returning a favor.

Encouraging a culture of reciprocity. By fostering a culture where favors are exchanged, you encourage a collaborative and supportive environment. This can lead to increased productivity and innovation, as team members are more willing to share resources and ideas.

Ethical considerations. While there are strategic advantages, it's essential to approach this dynamic ethically. The goal should be to build genuine relationships and offer help sincerely, rather than manipulating others for personal gain.

Actress Audrey Hepburn said, “As you grow older, you will discover that you have two hands: one for helping yourself, the other for helping others.”

Mahatma Gandhi, whose life and actions were guided by a deep commitment to doing good and living ethically, had a philosophy centered around the principles of nonviolence, truth and social justice. He believed in the power of individual actions to bring about significant change, and he consistently practiced what he preached.

Gandhi's approach to life was encapsulated in his formula for achieving balance, which involved recognizing and avoiding the seven big sins of life: wealth without work, pleasure without conscience, knowledge without character, commerce without morality, science without humanity, worship without sacrifice and politics without principle. By adhering to these principles, Gandhi not only inspired millions but also led India to independence through peaceful means.

His legacy continues to influence leaders and individuals worldwide, reminding us of the profound impact that doing good can have on society.

The true measure of a person's life is not in what they achieve for themselves, but in what they do for others.

Mackay's Moral: In business, the favors you give often come back to you in unexpected and beneficial ways. Build a network of goodwill, and it will serve you well.

He can be reached through his website, www.harveymackay.com, by emailing harvey@mackay.com or by writing him at MackayMitchell Envelope Co., 2100 Elm St. SE, Minneapolis, MN 55414.)