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 customer is the most important part of the production line.

Nobody goes to work to do a bad job.

The customer invents nothing. New products and new services come from the producer.

The most important measures are both unknown and unknowable.

Meeting specifications is not enough.

People care more for themselves when they contribute to the system.