Most of us work ourselves silly focusing on quality, demonstrated outcomes and proven results. That's a good thing. Yet too often we often stop short of the final step: zeroing in on how all our hard work comes across to the patient or customer. Why do we spend so much time making sure the ingredients are right...and so little time thinking about perception? Liz Jazwiec, award winning author of Eat That Cookie and Hey Cupcake , asks (and answers)...