Commenting on a webinar I gave, a lady mentioned that my voice resembled Sean Connery's, the ultimate James Bond. Looking at her Linkedln profile I noticed she was in the editing business. I thanked her for the compliment and asked if she had any tips on how to get a book published. Her reaction was simple and straightforward: "There are already too many books." Nevertheless, I pursued my efforts and here it is: another book on quality management. A different book though, touching on various aspects of quality through storytelling and anecdotes. A book that looks beyond generally accepted rules and truths, offering a thought-provoking view on management. Readers may agree, disagree, get mad or be amused, but hopefully not indifferent. After all, Quality is a feeling.