The principles and methods for improvement are the same for service as for manufacturing. The actual application differs, of course, from one product to another, and from one type of service to another.

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

Eliminate slogans, exhortations, and targets for the work force asking for zero defects and new levels of productivity. Such exhortations only create adversarial relationships, as the bulk of the causes of low quality and low productivity belong to the system and thus lie beyond the power of the work force

Monetary rewards are not a substitute for intrinsic motivation.

We are here to make another world.

Judging people does not help them.

There is very little evidence that we give a hoot about profit.