Quality is that the presence of which is never noticed, but the absence of which is seldom missed. Any organisation with a vision for market leadership should never compromise on quality. Do not offer anything to the market that you know is not the best. People will forget the price they paid, but will always remember the presence or the absence of quality. Let your competition beat you on price, but never on quality. Quality comes from people who are quality-conscious. Quality consciousness is expecting more from yourself than what others expect of you. Quality consicousness is setting higher standards for yourself than what the world has set for you. Quality is that invisible detailing, knowing very well nobody may notice it and yet making it zero defect.