We Must Satisfy Our Customers.

Cease Dependence On Inspection To Achieve Quality. Eliminate The Need For Inspection On A Mass Basis By Building Quality Into The Product In The First Place.

Foremost Is The Principle That The Purpose Of Consumer Research Is To Understand The Customer's Needs And Wishes, And Thus Design Product And Service That Will Provide Better Living For Him In The Future. A Second Principle Is That No One Can Guess The Future Loss Of Business From A Dissatisfied Customer.

The Most Important Figures For Management Of Any Organization Are Unknown And Unknowable.

Knowledge Needs To Be A Verb.

It's Not Enough To Do Your Best; You Must Know What To Do & Then Do Your Best.