I learned a long time ago that quality standards, issues and performance are goals people can rally around, unlike other goals like cost reduction or productivity improvement. Quality opens people up to change because the change is for a good reason. It connects them with the customer and taps the motive of pride in their work
This should not be a surprise to most of our readers but to create a true quality environment an organization must first focus on the customer. The purpose of all work and all improvement effort is to better serve the customer.