Exceptional Companies

What is an "exceptional" company? 
Or better yet, what are the axioms that define exceptional ?  A recent report in Forbes Magazine shared this 10 year research and findings and there's a critical point for all of us to hold onto here. 
It's an especially empowering concept if you are in the business of building sales or growing your very own business.  The article shared research with global companies and data for more than a decade and the authors sought to define one or two elements that were consistent with companies that landed in the exceptional category.  The organizations that found their way onto the list were the usual suspects:  P&G, J&J, Apple to name a few, but the two characteristics they uncovered as must haves for exceptional, is what we all can use in our work each and everyday:  Profit margin & quality.  Exceptional companies strive for quality and hold firm on profit margin.  Period.  Now all of us in sales tend to forget this when we're busy being all things to all people, but if you can hold your ground and set your sights on quality, margin will come with those programs.  In turn, make certain there is margin in each and every program - and this too will lead to quality.  Choose the path that is right for you and your programs and clients.  Trouble is, we all live in get'r done now and cheap world.  Right.  Understood.  However, if you can strive to maintain quality and margin on-point for each & every program, soon you'll be producing exceptional results for equally exceptional clients.