The document discusses the importance of quality in various contexts such as products, services, architectural design, and creating a quality-driven organizational culture. It defines quality as a standard by which work is judged and emphasizes that quality begins at the individual level, being the result of competence, consistency and communication. It also distinguishes between external quality which is client-oriented, and internal quality which is process-oriented. The document provides examples of dimensions to measure quality in different domains and advises that what is not measurable should be made measurable.