New product and new types of service are generated, not by asking the consumer, but by knowledge, imagination, innovation, risk, trial and error on the part of the producer, backed by enough capital to develop the product or service and to stay in business during the learn months of introduction.

You cannot inspect quality into the product; it is already there.

Understanding variation is the key to success in quality and business.

It is important that an aim never be defined in terms of activity or methods. It must always relate directly to how life is better for everyone. . . . The aim of the system must be clear to everyone in the system. The aim must include plans for the future. The aim is a value judgment.

The prevailing style of management must undergo transformation. A system can not understand itself. The transformation requires a view from outside.

People work in the system. Management creates the system

People need to know how their job contributes.