How much would you pay for an egg? Fifty cents? Two dollars? How about $6,000?

That's how much it cost one restaurant in Newport Beach, California, which refused to honor a customer's request. The money wasn't lost through legal action or any formal process. Rather, it represents the lost business that eatery suffered -- because of one egg.

Let me explain. Authors Deb and Todd Duncan, whose careers also include television production and peak performance training, detail the 10 new golden rules of customer service in their new book, "The $6,000 Egg."

Deb and Todd were frequent patrons at a chic test kitchen that experiments with new menu items. One day, the featured special was a waffle served with an egg on top. The couple wanted a cheeseburger, which was on the menu, but asked to have a fried egg added on top of the burger. They were surprised to hear from the server that the kitchen might not be able to do that. Sure enough, even though they were making eggs for the waffles, the server told them the kitchen was too busy to make one for the burger. So they asked a different server who knew them well.

The answer was still no, because it wasn't on the menu. When they asked to speak to the manager, she approached without a smile. After yet another request, she stood firm, explaining the restaurant only orders a certain number of eggs per day, and they couldn't sacrifice one for a cheeseburger.

Todd was incredulous. He asked her, "So a one-time visitor who orders a waffle for $15 is more important to you than a $6,000 customer who comes in at least four to six times a month?"

Her response was a textbook lesson in terrible customer service. "If we run out of eggs, we can't serve the waffle." So when Todd suggested she might be able to send a busser down the block to buy a few extra eggs, she offered to cover their check for their inconvenience.

He couldn't believe she would rather pay their $75 tab than sell them a single egg. They left, and vowed never to return.

They wound up at a restaurant next door, where they shared their experience. There, the server told them that their company creed is "We don't say no here." And they don't need the manager's permission to satisfy customer requests.

Guess where they go for breakfast now.

So many of the rules the Duncans include in their book are simply common sense, yet they are broken over and over again.

Perhaps the most frequent complaint I hear from readers is that they are repeatedly disappointed in the service they receive, even from companies they have done business with for years. Those companies would be wise to remember that one bad experience can destroy customer loyalty. And anyone in business knows it is much more expensive to find new customers than to retain existing ones.

Our motto at MackayMitchell Envelope Co. is: "To be in business forever." That's getting to be a tall order, since technology has replaced the need for envelopes in many instances. Fax machines, email, text messages, Snapchat, online bill paying -- you name it, another bite out of our industry. So we need to keep our customers happy, because their options seem to expand daily.

You can have the finest products, the best food, the most incredible hotel rooms and the trendiest styles -- but if you don't deliver quality service, you have nothing. Even in this instant-gratification world, customers relish personal service. They want to feel important. They want to know that someone cares about their needs.

Want to know what really says that a company doesn't care? The phone call that's answered by a voice telling you to hold, but "your call is very important to us." And then you wait. And wait. And the message is repeated. And you start to wonder how important your call really is.

I understand the economic considerations, but I wonder how many businesses are actually losing business when you can't connect with a live person in a reasonable amount of time.

Remember, most customers aren't asking for miracles. They might have special requests or needs that are not part of your usual offerings. But if you can accommodate them, do it. Don't make your customers walk on eggshells.

Mackay's Moral: Great customer service is the goose that lays the golden egg.

Several weeks ago, I used this column to share lessons I learned from my parents in recognition of Mother's Day and Father's Day. My intention was to honor mothers and fathers everywhere for the wisdom they impart to their children.

The column apparently struck a chord, because I had a record response from readers about similar advice they received from their parents. And with Father's Day fresh on my mind, I can't think of a better time to pass some of it on to you.

One person said her father taught her the difference between needs and wants. There are items that we need in order to live and there are items that we want, but can live without.

Another writer mentioned character. He said it wasn't something his parents taught him, but rather showed him in the way they lived their lives. In other words, want a good kid? Be a good adult.

One reader even sent a link to a video that was made as a tribute to his own father as well as a legacy for his sons that explained his philosophy of life. It was so inspirational, as well as an enduring gift that many of us can imitate.

And on and on the responses went. How gratifying that so many chose to share their own experiences of the tremendous wisdom gleaned from their parents. Here are some of the dozens that I received.

-- All choices have consequences. Stop and think about what you are doing and what might result. And then accept responsibility for your actions, even if it hurts.

-- Appreciate what you have. It's more important to want what you have than to have everything you want.

-- Trust your instincts, but always do your homework. The time it takes to do a little, or a lot, of research to confirm your hunches is time well-spent.

-- Almost doesn't count. Don't settle for almost right, almost finished or almost good enough.

-- Hard work means no shortcuts. Work efficiently, but do the job right. Cutting corners doesn't cut it.

-- Always have a contingency plan. Life is full of surprises. Sometimes you have to change your plan or your strategy to deal with those events. I call this making mid-course corrections.

-- Embrace life's choices head-on. It's your life, so live it to the fullest. You never want to look back with regrets about the "what ifs?"

-- Values matter. When you sacrifice your values, you sacrifice your reputation.

-- You are only as good as your word. If people can't trust you to tell the truth, then nothing else matters. Say what you mean and mean what you say.

-- Cream doesn't rise to the top; it works its way up. Paying your dues is not a punishment, it's called getting experience.

-- Choose family over money. No amount of money or success can take the place of spending time with your family or those closest to you.

-- Forgive and forget. Carrying a grudge is a heavy burden. Wouldn't you rather rise above than sink down to the offender's level?

-- Hope springs eternal. When you give up hope, you give up.

I am grateful that I can still hear my father's advice when I need to make a tough decision. I learned not only from his words but also from his example.

My good friend Lou Holtz said the best advice he ever got about marriage and raising a family is that the most important thing you can do as a father is to show your children that you love their mother.

And here's what Martha Stewart wrote about her own dad, in a post on the LinkedIn networking site: "The best advice I've ever received was from my father when I was 12 years old ... He told me that with my personal characteristics, I could, if I set my mind to it, do anything I chose. This advice instilled in me a great sense of confidence, and despite the fact that sometimes I was a little nervous, I stepped out and did what I wanted to do when I wanted to do it. I think it really often is up to the parents to help build confidence in their children. It is a very necessary part of growing up."

Mackay's Moral: Parents teach lessons, even when they think no one is watching.

From all appearances, Gretchen Carlson has lived a charmed life. From being a child violin prodigy to admission to Stanford University to becoming Miss America and then a tremendously successful broadcast television personality, happily married with two children she adores, she seems to have it all.

But it was not just handed to her, nor was it a series of lucky breaks. Gretchen's brand-new book, "Getting Real," is a how-to for developing a life plan and carrying it out.

I am delighted to recommend this memoir by a fellow native Minnesotan. Her story is a remarkable example of how hard work and discipline produced results in every phase of her life.

In her own words, Gretchen was accustomed to making sacrifices to achieve her goals. Whether it was practicing her violin for hours, studying hard, working out or hitting the bricks to break into television news reporting, she kept her goals in plain sight and persevered until she reached them.

In the book, she shares how she picked up her violin after a several-year hiatus to prepare for the Miss Minnesota pageant: "Once I started practicing, I was instantly back in my old mode. I discovered that the competitive spirit never goes away. Returning to music taught me something, not just about playing the violin, but about having that fire, that desire to achieve ... I had put aside my drive, thinking it was time for a rest. But I saw I needed it, I was born with it. You can teach people skills to hone their craft, but unless they have the fire in their belly, the skills don't matter. I never again let my passion slide."

Gretchen writes of the pageant: "I'm not saying that looks didn't enter it, although I wasn't even close to being the prettiest. It was about competing on a high level and challenging myself to be at the top of my game. It was about winning scholarship money that would help me pursue my dreams."

Let me add a personal note here. I was a judge at the 2001 Miss America pageant, and it is so much more than a beauty contest. Talent counts for 40 percent of the score, the evening gown/personality/expression portion is 40 percent and the swimsuit competition is 20 percent. In other words, a contestant must be talented and well-spoken if she hopes to have any chance of winning.

But being Miss America didn't automatically open doors for her. After completing her degree at Stanford, Gretchen faced the same challenge that so many new grads faced: You can't get hired without experience, and you can't get experience without being hired. Again, perseverance and hard work won the day.

Her job search led her to Richmond, Virginia, and then to Cincinnati, Cleveland, Dallas and New York. She had to deal with sexual harassment and an ongoing threat from a stalker who followed her from city to city. Her fighting spirit, however, helped her keep her goal in view. She mentions one of her proudest achievements, the American Women in Radio and Television "Best Series" award for a 30-part series on domestic violence for KSAX in Dallas. She currently hosts "The Real Story" on the Fox News Channel.

As a mother, she shares her work ethic with her children. "Personally, I have ambition for my kids to excel, but these days it's a challenge to define for them what excellence really means," she writes. "I know from experience how wonderful it is to compete and win, and while it is disappointing to lose, it's also an opportunity for parents to teach kids a very important lesson -- that failure in life is a key to success."

Gretchen has shared a fascinating story that serves as a blueprint for setting goals and achieving success. Hard work, determination, perseverance -- now that's "Getting Real."

Mackay's Moral: Let this Miss America show you how to achieve the real American dream.