This story has been doing the "rounds" for a few years but never loses its power in the retelling of it. The most recent time I have seen the story is on Martin Avis's very clever Kickstart Today Newsletter.

"During my second month of nursing school, our professor gave us a pop quiz. I was a conscientious student and had breezed through the questions, until I read the last one:

'What is the first name of the woman who cleans the school?'

Surely this was some kind of joke. I had seen the cleaning woman several times. She was tall, dark-haired and in her 50s, but how would I know her name?

I handed in my paper, leaving the last question blank. Just before class ended, one student asked if the last question would count toward our quiz grade.

'Absolutely,' said the professor. 'In your careers, you will meet many people. All are significant. They deserve your attention and care, even if all you do is smile and say hello.'

I've never forgotten that lesson.

I've also never forgotten her name was Dorothy."

Martin writes his example of the power of the story:

That story reminded me of the last Advertising Agency I worked at (a few years ago now).

One day a new receptionist arrived. A sweet girl who spoke good, but halting English. It turned out that she was Bulgarian and was working in London for a year to improve her language skills.

She was an interesting and intelligent girl who was planning to become a language teacher. I often stopped by for a quick chat when I was passing.

When Christmas Eve came, I found a small parcel on my desk. It was a little aromatherapy burner with a note that read:

"Thank you for being the only person in the whole company who ever says more than 'Good Morning' and 'Good Night'. Katya."

In the New Year Katya went back to Bulgaria and shortly after I left that company but that little gift meant a lot to me - even if it did make me very sad that her statement was so typical of most businesses in London.

Eight years on, my own daughter is a receptionist in a busy London office and tells me that the number of people who bother to know her name can be counted on one hand.

People don't change, but perhaps they should.

And for my story on the power of your name, I will tell you about Hong and Ahn who have recently taken over the coffee shop at our office complex in Perth.

Hong and Ahn have taken a very poorly preforming business and turned t on its ear.

Their secret?? Simple really.

Hong and Ahn make a point of knowing EVERY one of their customers names. To the point of making a note of it in an exercise book discretely kept under the counter. And it is magical to see the power of remembering someone's name when they have only ever been to your shop once... six weeks ago.

ACTION STEP: So, take the time today to learn the name of someone you have acknowledged over the last year (or 5?? ) yet not addressed them by name. You will love the reaction and feel much better too.