That someone can make you feel good is a quality in itself. There has been much talk within British government circles for example, about the feel‐good factor, which is constantly reminding us that it is just around the corner! Whether or not we can believe in this is another matter, but it certainly displays an awareness that making other people feel good can also have positive benefits for you. How this can be achieved will differ depending on your particular line of business. Having a good quality product does not in itself guarantee success as service quality must also be taken into account. This is where the feel‐good factor comes into play. It is all very well, for example, going to a restaurant to have a top class meal, in that the food was good, only to have it thrown at you. Quality, therefore, must not be seen as a separate entity, but more as a package deal.