A city mouse went on a visit to his cousin in the countryside. The cousin welcomed him with a modest meal of beans. The city mouse turned up his nose and said, “I cannot understand how you can live with such poor food. Come to the city, and I’ll show you what a real feast is like.”

The two mice traveled to the city. In the dining room, they found the remains of a meal left by humans who lived in the house, and soon the two mice were enjoying jellies, cakes and puddings. Suddenly, they heard a noise. The country mouse said, “What is that?”

“It’s just the dog who lives here,” his cousin replied.

Just then, the door flew open and in charged a huge snarling dog. The two mice ran off.

“Goodbye, cousin,” said the country mouse.

“You’re going so soon?” said his cousin.

“Yes,” he replied. “Less at peace is better than more in fear.”

Fear is a fascinating adversary. It is not just an emotion; it is a force that can dictate our actions and impact our lives profoundly. In one of my columns from many years ago, I shared a story about a student warrior who had to face fear. The warrior felt small and intimidated, while fear loomed large and threatening. But when the warrior asked fear how it could be defeated, fear revealed that its power came from its ability to unsettle and dictate action through intimidation.

The lesson here boils down to this: Fear has only as much power as we allow it to have. When we are faced with fear, we have a choice. We can let it paralyze us, or we can confront it and learn from it.

Fear often prevents people from taking risks, but embracing fear can lead to innovation and new opportunities. By stepping out of your comfort zone, you open yourself to experiences that can lead to success.

Managing your fears requires you to regulate your emotions, which enhances your emotional intelligence. Understanding your emotional responses to fear can improve your relationships and decision-making.

The best way to tackle fear is to first understand it. Identify what you are afraid of. Is it failure, rejection or the unknown? Acknowledge that fear is a natural response to a perceived threat. Identifying your fears helps you understand your limitations and the boundaries you need to push. It reveals your values and priorities by highlighting what you are afraid to lose or fail at. By anticipating what you’re afraid of, you can take steps to mitigate risks. This proactive approach can reduce the likelihood of your fears materializing.

Leadership guru John C. Maxwell observed, “The greatest mistake we make is living in constant fear that we will make one.”

I’ll be the first to admit that I have some fears that follow me. On the silly side, I’m afraid of embarrassing myself on the golf course. I have never let that stop me from playing, and somehow, I have survived every double bogey that becomes fodder for a lot of ribbing from my buddies. More seriously, I fear threats to my company -- another pandemic, supply shortage, finding enough qualified staff -- but we keep the doors open despite it all. We all have fears; it's how we deal with them that matters.

Confront your fear instead of running away from it. Face it head-on. Use fear as a signal that you are about to do something brave and worthwhile. Every encounter with fear is an opportunity for growth. Whether you succeed or fail, there is a lesson to be learned in your bravery.

Every time you face fear you build resilience, which is the ability to bounce back from setbacks. Confronting and overcoming fears leads to personal growth and a stronger sense of self-efficacy.

“Do the thing you fear to do and keep on doing it ... that is the quickest and surest way ever yet discovered to conquer fear,” advised Dale Carnegie, the motivational author.

Being courageous isn’t about the absence of fear; it is about moving forward despite feeling afraid. It is about using fear as a catalyst for growth, not a barrier to success.

Remember, fear itself is not the enemy. It is a natural response that can be harnessed for positive outcomes. The key is to not let fear control you, but rather to use it as a steppingstone to greater achievements.

Mackay’s Moral: When you make friends with fear, it can’t rule your world.

There are some people who spend their entire lives working with an attitude not unlike Snoopy, the cherished “Peanuts” cartoon character. Snoopy sat droopy-eyed at the entrance of his doghouse lamenting, “Yesterday I was a dog. Today I’m a dog. Tomorrow I’ll probably still be a dog. SIGH. There’s so little hope for advancement.”

I view career advancement as a vital aspect of professional life. It is not just about climbing the corporate ladder or getting a bigger paycheck, although those can be nice perks. It is about personal growth, expanding your skills and increasing your ability to contribute to your organization and society.

I strongly believe in the power of education and self-improvement. Continuously learning and adapting is essential for career advancement. Stay current with industry trends and expand your knowledge base.

Work on improving areas where you’re lacking and leveraging your strengths. Find ways to increase your efficiency without sacrificing quality. Focus your energy on tasks that have the most significant impact on your goals.

Let your excitement for your work shine through. It can lead to more opportunities and inspire those around you. If your enthusiasm is waning, seek out new challenges or projects that can reignite your passion.

Actively pursue opportunities to learn new skills or improve existing ones, whether through formal education or on-the-job training.

Be a good communicator by improving your writing and speaking skills. Clear and effective writing is essential in most professions. Enhance your public speaking skills to better articulate your ideas and gain confidence.

Consistently delivering high-quality work is crucial in building trust. Your reputation is built one task at a time. Follow through on your commitments and ensure tasks are completed to the best of your ability. Make sure your efforts are visible to those who make decisions about promotions and career opportunities.

Apple co-founder Steve Jobs said: “Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you'll know when you find it.”

Setbacks are part of the career journey. Learn from them. Maintaining a positive attitude can help you see opportunities for growth in the face of adversity.

Be resourceful. Be proactive in seeking out the information you need to succeed.

Cultivate a network of professional contacts. Every new connection is a potential opportunity. These relationships can provide support and advice as well. Seek mentors who can offer insights based on their experiences. Be open to mentoring others.

Regularly ask for feedback on your performance and pay attention. Anticipate the needs of your department and address them before being asked. Always aim to provide solutions, not just identify problems.

Establish clear, achievable goals for both the near future and down the road. Keep track of your progress toward your goals and adjust your strategies as needed.

Embrace change in this dynamic business world, a key component of career advancement. Look for ways to innovate. This can set you apart from your peers and show your value to the organization.

Career advancement is not just a goal; it is a journey that involves hard work, strategic thinking and a commitment to excellence. It is about finding ways to add value, improve processes and make a difference in your workplace and beyond.

Don’t be like Snoopy. Career advancement is a marathon, not a sprint. Prepare for the long run with continuous learning and relationship building.

Mackay’s Moral: To climb the career ladder, don’t just step up; build the rungs by improving yourself every day.

Nordstrom department store built its legendary customer service reputation on the story of a man who returned a set of tires to a store and received a refund, even though Nordstrom doesn’t actually sell tires.

True or not? According to Nordstrom’s own podcast, “The Nordy Pod,” it is not just a myth. Podcast host Pete Nordstrom did some research and found that 40 years ago, a customer in Fairbanks, Alaska, did come in and return a set of tires. An associate checked and found that Nordstrom had recently purchased three stores from a local company that did sell tires.

Although Nordstrom had revamped the stores and eliminated tire sales, the associate decided to honor the stores’ terms. After all, the customer had driven 50 miles for his refund. So the associate called some local tire stores to come up with an estimate of the tires’ value and gave the customer his refund.

You can’t put a price on such a good customer service reputation.

Now, compare that to the salesclerk who was giving change to a customer one day and mumbled something.

The customer said, “I’m sorry, I didn’t hear what you said.”

The clerk snapped back, “I said, 'Have a great day.' What are you, deaf or something?”

Ouch! That customer may never return, and the clerk should never work in a service position without a lot of further training. A whole lot.

Good customer service is absolutely critical. It is the lifeblood of any business. I have always emphasized that without customers, a business simply cannot survive.

Walmart founder Sam Walton said: “There is only one boss -- the customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”

Let me share with you some insights that highlight the importance of good customer service:

-- Preference for personal touch. Research shows that a whopping 80% of consumers prefer customer service from a human being rather than an automated system. Whether on the phone or in a store, 83% of consumers say that interacting with a customer service rep is important. It’s easy enough to shop online, but when issues arise, dealing with an automated system is woefully lacking the personal touch.

-- Negotiation and deals. Nearly 70% of consumers believe they are more likely to get a better deal when negotiating in person rather than online.

-- Customer loyalty. Almost 20% of consumers indicated they would renew products or services because of good personal customer service, even if they were more expensive. Customers have long memories. They will remember how you made them feel long after the price is forgotten.

These statistics underscore that while we may be moving toward a more automated world, the human element in customer service remains invaluable. People crave the personal connection and the assurance that their needs are being understood and addressed by another human being.

By providing stellar customer service, you are not just solving a customer’s issue; you are building a relationship that can withstand the pressures of competition and price wars. In essence, good customer service is not just about the immediate transaction; it is about creating a lasting impression that turns customers into loyal advocates for your brand. In short, customer service is not a department; it is an attitude.

We all have horror stories about being treated poorly for no apparent reason. We also have stories about never returning to that business as a result. Online complaints are all over social media, and sharp businesses take notice. Enough bad reporting can outweigh the finest products if customers believe those negative reviews.

James Cash Penney, the department store founder, said, “Every great business is built on friendship.”

Losing sight of this important fact can cost a business dearly, as this drowsy executive discovered.

A lady phoned the president of a large furniture store at 2 a.m. After several rings, a sleepy, gruff voice answered. “This is Miss Gruntled,” said the lady in sugary tones. “I just had to call you personally to tell you that the couch I bought at your store last week is simply stunning.”

“I’m delighted to hear that,” yawned the president. “But may I ask why you called me in the middle of the night about a couch you bought last week?”

“Because,” she replied sweetly, “your truck just delivered it.”

Mackay’s Moral: Make your customers No. 1 and they will make you No. 1.