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. There is plenty of room for improvement, as magazine editor H.L. Mencken noted when he shouted throughout his office, “It’s coming in the doors! It’s up to the bottom of the desk! It’s up to the seats of our chairs. It’s up to the top of our desk.”

Finally, someone asked, “What do you mean?”

“Mediocrity,” shouted Mencken. “We’re drowning in mediocrity.”

We should feel that strongly about the lack of quality. 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.

As Aristotle said, “Quality is not an act. It is a habit.”

Quality is absolutely crucial in the business world, acting as a cornerstone for success and longevity. That’s why November 10-14 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.

“Quality in a service or product is not what you put into it,” said the late management guru Peter Drucker. “It is what the client or customer gets out of it.”

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.

Take it from Orison Swett Marden, founder of SUCCESS magazine, “The quality of your work will have a great deal to do with the quality of your life.” 

In other words, make workers responsible for poor quality.

In ancient Rome, when the scaffolding was removed from a completed Roman arch, the law read that the Roman 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 Roman 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 percent.

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