Is quality a sexy business? We think so, and it turns out Ronald Kolb does as well. In his book, In Search of Quality: Understanding a Sexy Business, Kolb makes a case for quality affecting everyone on the planet. And, we won’t disagree. It might be that we’re biased in that the point of view here is similar to our own. Over the past 33+ years, Pro QC has experienced much of what Kolb describes. And, the perspective is refreshing and nostalgic at the same time. Kolb is sincere and passionate in his accounts. The first part of the book takes you through the history from Kolb’s own experience with overseas sourcing. The second part focuses on challenges, from trade and transportation to NGOs and government. The last page of this book contains a powerful message: “Maybe it will help develop a positive attitude towards quality, its people and its industries.” We think it does. This quick read is relevant for anyone in the industry and can be appreciated simply for its unique voice. Quality is promising and sexy, indeed.