The Quality Management Maturity Grid (QMMG) outlines 5 levels of maturity for organizations: Uncertainty, Awakening, Enlightenment, Wisdom, and Certainty. Proposed by Philip Crosby in 1979, the QMMG responded to quality issues facing North American manufacturers losing market share to superior Japanese products in the late 1970s. Crosby's model advocated the principles of doing it right the first time to eliminate defects and lower costs of quality programs through a zero defects approach.