Tom Peters delivered a speech in New Delhi sponsored by the American Society for Quality where he provided 136 random thoughts on quality. The thoughts emphasized elements often missing from conventional quality programs. The thoughts ranged from ensuring quality reception desks and greetings to strategic listening, kindness, clean restrooms, green buildings, and simple systems. Quality was defined broadly throughout the random thoughts.

1. Tom Peters’Tom Peters’
Quality &Quality &
Excellence:Excellence:
The Quality 136The Quality 136
29 May 2009/New Delhi29 May 2009/New Delhi
American Society for Quality/American Society for Quality/
Federation of Indian Chambers of CommerceFederation of Indian Chambers of Commerce

2. 136 Random136 Random
Thoughts on qualityThoughts on quality
…… emphasizing theemphasizing the
elements that areelements that are
oftenoften missingmissing inin
conventionalconventional
quality programsquality programs

3. A speech in New Delhi co-sponsored by the AmericanA speech in New Delhi co-sponsored by the American
Society for Quality led me to concoct this list. I haveSociety for Quality led me to concoct this list. I have
always had a broad view of “quality,” and decided toalways had a broad view of “quality,” and decided to
let my mind and keyboard go where they would …let my mind and keyboard go where they would …
1. Quality is a reception desk that enhances the brand.1. Quality is a reception desk that enhances the brand.
2. Quality is the enthusiasm of the receptionist’s2. Quality is the enthusiasm of the receptionist’s
greeting.greeting.
3. Quality is thinking through beginnings and endings3. Quality is thinking through beginnings and endings
with nothing less than fanaticism.with nothing less than fanaticism.
4. Quality is survival drills that test and enhance our4. Quality is survival drills that test and enhance our
resilience.resilience.
5. Quality is making survival drills enjoyable.5. Quality is making survival drills enjoyable.
(Training—regardless of the gravity of the(Training—regardless of the gravity of the
purpose—can be a drag, or engaging.)purpose—can be a drag, or engaging.)
6.6. Quality is saying thank you.Quality is saying thank you.
7.7. Quality is saying thank you.Quality is saying thank you.
8.8. Quality is saying thank you.Quality is saying thank you.
9. Quality is mastering apologies.9. Quality is mastering apologies.

4. 10. Quality is >18 seconds of “listening time.” (Some10. Quality is >18 seconds of “listening time.” (Some
research shows that doctors on average interrupt aresearch shows that doctors on average interrupt a
patient after 18 seconds—docs are not alone!)patient after 18 seconds—docs are not alone!)
11. Quality is strategic listening.11. Quality is strategic listening.
12. Quality is professional listening. (Listening effectively12. Quality is professional listening. (Listening effectively
can be treated with the gravity of learning to be acan be treated with the gravity of learning to be a
violinist or master archer.)violinist or master archer.)
13. Quality is blackbelt listening. (Make the collective13. Quality is blackbelt listening. (Make the collective
pursuit of listening skills a keystone of corporatepursuit of listening skills a keystone of corporate
“culture.”)“culture.”)
14.14. Quality is Thoughtfulness. 100% of the time. (I insist—Quality is Thoughtfulness. 100% of the time. (I insist—
not that I have the least bit of power—that “thoughtfulnot that I have the least bit of power—that “thoughtful
in all we do” be a key plank of our “vision and values”in all we do” be a key plank of our “vision and values”
statement—thoughtfulness is the key to repeatstatement—thoughtfulness is the key to repeat
business and engaged employees.)business and engaged employees.)
15. Quality is Kindness. 100% of the time. Kindness pays!15. Quality is Kindness. 100% of the time. Kindness pays!
Kindness saves money! (E.g., fewer pissed-offKindness saves money! (E.g., fewer pissed-off
customers.)customers.)
16. Quality is outside signs with no missing light bulbs.16. Quality is outside signs with no missing light bulbs.

5. 17. Quality is the cleanest restrooms in the city.17. Quality is the cleanest restrooms in the city.
18. Quality is inspecting restrooms once-per-hour.18. Quality is inspecting restrooms once-per-hour.
19. Quality is the CEO getting restroom duty once a month.19. Quality is the CEO getting restroom duty once a month.
(Week?)(Week?)
20. Quality is a map to the hospital. (Going to hospital is20. Quality is a map to the hospital. (Going to hospital is
stressful—one stellar performer gets things off on thestressful—one stellar performer gets things off on the
right foot by sending a crystal-clear map in the inforight foot by sending a crystal-clear map in the info
packet.) (“Beginnings” and “endings” redux!)packet.) (“Beginnings” and “endings” redux!)
21.21. Quality is getting to a meeting, getting to everyQuality is getting to a meeting, getting to every
meeting ... early!meeting ... early!
22. Quality is “dress for success.” (Not fancy, but careful—22. Quality is “dress for success.” (Not fancy, but careful—
a mark of respect for one’s fellows.)a mark of respect for one’s fellows.)
23. Quality is knowing your customers’ children’s23. Quality is knowing your customers’ children’s
birthdays.birthdays.
24. Quality is the brand—for good or for ill. (“Remarkable”24. Quality is the brand—for good or for ill. (“Remarkable”
Quality in ALL our interactions. RE-MARK-ABLE.)! (E.g.,Quality in ALL our interactions. RE-MARK-ABLE.)! (E.g.,
fewer pissed-off customers.)fewer pissed-off customers.)

6. 25. Quality is an act of love. (“Enterprise” is about people,25. Quality is an act of love. (“Enterprise” is about people,
hence about emotion. One famous football coach said,hence about emotion. One famous football coach said,
“You do not need to“You do not need to likelike all your players, but you mustall your players, but you must
lovelove them.”)them.”)
26. Quality is understanding that upon occasion “shit26. Quality is understanding that upon occasion “shit
happens.” (Nobody bats 1.000—be prepared.)happens.” (Nobody bats 1.000—be prepared.)
27. Quality is EXCELLENCE at cleaning up shit.27. Quality is EXCELLENCE at cleaning up shit.
28.28. Quality is a green building. (There is absolutelyQuality is a green building. (There is absolutely
positively no excuse for non-green facilities—old orpositively no excuse for non-green facilities—old or
new.)new.)
29. Quality is 25 little programs that reduce waste.29. Quality is 25 little programs that reduce waste.
30. Quality is a checklist in the ICU. (A simple paper30. Quality is a checklist in the ICU. (A simple paper
checklist like the pilots use dramatically reducedchecklist like the pilots use dramatically reduced
mistakes in ICUs—not all systems have to be sexy!!)mistakes in ICUs—not all systems have to be sexy!!)
31. Quality is compression socks for every one who checks31. Quality is compression socks for every one who checks
into a hospital. (Simple often has great impact—DVTinto a hospital. (Simple often has great impact—DVT
causes tens upon tens of thousands of unnecessarycauses tens upon tens of thousands of unnecessary
deaths. Generic motto in pursuit of high-impact “little”deaths. Generic motto in pursuit of high-impact “little”
things: GIVE GOOD SOCK!)things: GIVE GOOD SOCK!)

7. 32. Quality is washing your hands. (!!!!) (Good for you.32. Quality is washing your hands. (!!!!) (Good for you.
Good for others. Good for the world!)Good for others. Good for the world!)
33. Quality is calling patients with heart problems once33. Quality is calling patients with heart problems once
every two weeks to ask if they’re taking their aspirin.every two weeks to ask if they’re taking their aspirin.
(!!!!) (“Quality care” depends more on the “little(!!!!) (“Quality care” depends more on the “little
things” than the big things. True in ALL walks of life!)things” than the big things. True in ALL walks of life!)
34. Quality is matching your calendar with your priorities.34. Quality is matching your calendar with your priorities.
(Message: Calendars never lie! Time is your only(Message: Calendars never lie! Time is your only
resource! You can take charge of your life!)resource! You can take charge of your life!)
35. Quality is visible management. (Fanatic “MBWA”—35. Quality is visible management. (Fanatic “MBWA”—
Managing By Wandering Around.)Managing By Wandering Around.)
36. Quality is leadership assignments within days of36. Quality is leadership assignments within days of
coming aboard. (Can be done! 100% leaders—or bust!)coming aboard. (Can be done! 100% leaders—or bust!)
37. Quality is studying the science of recruiting! (Study!37. Quality is studying the science of recruiting! (Study!
Study! Study—the Truly Important STRATEGICStudy! Study—the Truly Important STRATEGIC
Variables.)Variables.)
38. Quality is understanding that Enthusiasm is trait #1—38. Quality is understanding that Enthusiasm is trait #1—
for every job. (Key word: Every!)for every job. (Key word: Every!)

8. 39. Quality is hiring people who, while determined, show a39. Quality is hiring people who, while determined, show a
streak of kindness. (100%.)streak of kindness. (100%.)
40. Quality is would-be recruits who show the same40. Quality is would-be recruits who show the same
respect to the junior employee who ushers them intorespect to the junior employee who ushers them into
the interview room as they do to the interviewerthe interview room as they do to the interviewer
herself.herself.
41. Quality is understanding that if women are your41. Quality is understanding that if women are your
primary customers, then women must be the majorityprimary customers, then women must be the majority
in design and marketing and distribution and service!in design and marketing and distribution and service!
(Duh!)(Duh!)
42. Quality is the best 1st-line supervisory training in the42. Quality is the best 1st-line supervisory training in the
industry-region-the world. (1st-line supervision = No.1industry-region-the world. (1st-line supervision = No.1
factor associated with employee satisfaction.)factor associated with employee satisfaction.)
43. Quality is strategy.43. Quality is strategy.
44. Strategy is quality.44. Strategy is quality.
45. Quality is Very Simple systems.45. Quality is Very Simple systems.
46.46. Quality is “beautiful” systems. (Yes! “Systems” andQuality is “beautiful” systems. (Yes! “Systems” and
“beauty” belong in the same sentence!)“beauty” belong in the same sentence!)

9. 47. Quality is simplicity.47. Quality is simplicity.
48. Quality is Total & Permanent War aimed at maintaining48. Quality is Total & Permanent War aimed at maintaining
simplicity. (Enemy of the state #1: Complexity creep!!)simplicity. (Enemy of the state #1: Complexity creep!!)
49. Quality is brilliant, concise written communication.49. Quality is brilliant, concise written communication.
50. Quality is respect.50. Quality is respect.
51. Quality is a “best place to work” award.51. Quality is a “best place to work” award.
52. Quality is a clean street in front of the car dealership—52. Quality is a clean street in front of the car dealership—
even though it’s the city’s responsibility. (“Beginnings”even though it’s the city’s responsibility. (“Beginnings”
and “endings” again—as you see, I’m obsessed. Carand “endings” again—as you see, I’m obsessed. Car
dealer Carl Sewell taught me this.)dealer Carl Sewell taught me this.)
53.53. Quality is bank branches that give away dog biscuits!Quality is bank branches that give away dog biscuits!
54. Quality is an ethos of dropping what you’re doing in a54. Quality is an ethos of dropping what you’re doing in a
flash and helping out someone who’s behind schedule.flash and helping out someone who’s behind schedule.
(!!!!!!)(!!!!!!)
55. Quality is being sensitive to others’ personal problems55. Quality is being sensitive to others’ personal problems
—without being intrusive. (Fine line, but important.)—without being intrusive. (Fine line, but important.)

10. 56. Quality is the best differentiator for recipients of56. Quality is the best differentiator for recipients of
micro-loans. (I.e., QUALITY always ranks #1 in servicemicro-loans. (I.e., QUALITY always ranks #1 in service
or product importance—whether the product costs aor product importance—whether the product costs a
buck or a million bucks.) (“Quality” is just as relevantbuck or a million bucks.) (“Quality” is just as relevant
to a $1 product as a $1,000,000 product!!)to a $1 product as a $1,000,000 product!!)
57. Quality is finishing the job on time.57. Quality is finishing the job on time.
58. Quality is finishing the job on time.58. Quality is finishing the job on time.
59. Quality is redundancy—which ensures resilience.59. Quality is redundancy—which ensures resilience.
60. Quality is instruction manuals that could be long-listed60. Quality is instruction manuals that could be long-listed
for the Booker prize.for the Booker prize.
61. Quality is brilliant signage.61. Quality is brilliant signage.
62. Quality is brilliant packaging.62. Quality is brilliant packaging.
63.63. Quality is ease of use.Quality is ease of use.
64. Quality is ease of use at your Website.64. Quality is ease of use at your Website.
65. Quality is appreciating differences. (Homogeneity65. Quality is appreciating differences. (Homogeneity
kills!)kills!)
66. Quality is diversity in all circumstances!66. Quality is diversity in all circumstances!

11. 67. Quality is letting go those who suffer SED—Severe67. Quality is letting go those who suffer SED—Severe
Enthusiasm Deficit.Enthusiasm Deficit.
68. Quality is 100 things that make it clear that you68. Quality is 100 things that make it clear that you
respectrespect every employee—the “problem employee” asevery employee—the “problem employee” as
much as the star. (Read this twice—or three times.)much as the star. (Read this twice—or three times.)
69. Quality is asking “What do you think?”—a minimum of69. Quality is asking “What do you think?”—a minimum of
10 times a day. (Measure this.)10 times a day. (Measure this.)
70.70. Quality is showing class after a screw-up. (Bosses: DoQuality is showing class after a screw-up. (Bosses: Do
not tolerate the flip of this.)not tolerate the flip of this.)
71. Quality is opening 15 minutes before official opening71. Quality is opening 15 minutes before official opening
time.time.
72. Quality is closing 15 minutes after official closing time.72. Quality is closing 15 minutes after official closing time.
73. Quality is making a game out of finding systems73. Quality is making a game out of finding systems
characteristics that make customers’ lives miserable.characteristics that make customers’ lives miserable.
74. Quality is understanding that 100% of our revenue74. Quality is understanding that 100% of our revenue
comes from 100% of our customers—there are nocomes from 100% of our customers—there are no
second stringers. (Sure there are “core clients”—butsecond stringers. (Sure there are “core clients”—but
all customers deserve to be treated like the Queensall customers deserve to be treated like the Queens
and Kings they are.)and Kings they are.)

12. 75. Quality is taking the time (perhaps a lot of time) to75. Quality is taking the time (perhaps a lot of time) to
explain things to people, understanding that the payoffexplain things to people, understanding that the payoff
is staggering.is staggering.
76. Quality is about sharing virtually all information—76. Quality is about sharing virtually all information—
rumors are worse than reality in 9 out of 9.1 cases.rumors are worse than reality in 9 out of 9.1 cases.
77. Quality is a workspace—every workspace—that feels77. Quality is a workspace—every workspace—that feels
“nice.”“nice.”
78. Quality is not perfection.78. Quality is not perfection.
79. Quality is a “disproportionate response” to our79. Quality is a “disproportionate response” to our
screw-ups.screw-ups.
80. Quality is “employees first, customers second.”80. Quality is “employees first, customers second.”
81. Quality is understanding that your employees are your81. Quality is understanding that your employees are your
most important customers.most important customers.
82.82. Quality is understanding that Job #1 of leaders isQuality is understanding that Job #1 of leaders is
internal, not external—i.e., engaging 100% of staff ininternal, not external—i.e., engaging 100% of staff in
Quests for Personal Excellence.Quests for Personal Excellence.
83. Quality is an organization that aims to achieve “life83. Quality is an organization that aims to achieve “life
success”—for EVERY employee. (Thanks, Dave Linigersuccess”—for EVERY employee. (Thanks, Dave Liniger
of RE/MAX.)of RE/MAX.)

13. 84. Quality is making the workplace a seething den of84. Quality is making the workplace a seething den of
people in pursuit of unabashed mastery of ...people in pursuit of unabashed mastery of ...
somethingsomething. (Those pursuing Mastery are engaged, in. (Those pursuing Mastery are engaged, in
general.)general.)
85. Quality is using your website to the max to create85. Quality is using your website to the max to create
customer community and partnership and unvarnishedcustomer community and partnership and unvarnished
communication. SET THE BAR VERY VERY VERY HIGH.)communication. SET THE BAR VERY VERY VERY HIGH.)
86. Quality is embracing the RPOCs/Really Pissed Off86. Quality is embracing the RPOCs/Really Pissed Off
Customers.Customers.
87. Quality is paying customers to tell you what you did87. Quality is paying customers to tell you what you did
wrong.wrong.
88. Quality is relentlessly learning from mistakes while88. Quality is relentlessly learning from mistakes while
leaving the blame game back home. (Accountability isleaving the blame game back home. (Accountability is
king—but Blamemeisters are not welcome here.)king—but Blamemeisters are not welcome here.)
89. Quality is appreciating that when you ask employees89. Quality is appreciating that when you ask employees
to do new things, the fastest learners will make theto do new things, the fastest learners will make the
most grotesque mistakes.most grotesque mistakes.
90. Quality is appreciating, as the good classroom teacher90. Quality is appreciating, as the good classroom teacher
does,does, that when you are trying new things each of usthat when you are trying new things each of us
has a different learning rate and style.has a different learning rate and style.

14. 91.91. Quality is repeatedly walking through every tiny stepQuality is repeatedly walking through every tiny step
involved in what the customer experiences when ininvolved in what the customer experiences when in
contact with your company and its processes.contact with your company and its processes.
92. Quality is clearly understanding that there are no “bit92. Quality is clearly understanding that there are no “bit
players.”players.”
93. Quality in services is as important as quality in93. Quality in services is as important as quality in
manufacturing—and just as measurable.manufacturing—and just as measurable.
94. Quality is, if possible, more important in small94. Quality is, if possible, more important in small
businesses than in big businesses.businesses than in big businesses.
95.95. Quality of government services should be higher thanQuality of government services should be higher than
quality of private services.quality of private services.
96. “Quality” is the answer to the question96. “Quality” is the answer to the question “What’s the“What’s the
point?”point?”
97. “Life or death” of one’s mates is the answer to the97. “Life or death” of one’s mates is the answer to the
question “Why is the military obsessed with qualityquestion “Why is the military obsessed with quality
work and ceaseless practice and learning associatedwork and ceaseless practice and learning associated
therewith?”therewith?”
98. Quality is about our “positives”—and never ever98. Quality is about our “positives”—and never ever
involves badmouthing competitors.involves badmouthing competitors.

15. 99. Quality is a deep appreciation of the matchless99. Quality is a deep appreciation of the matchless
benefits and revolutionary potential of networkbenefits and revolutionary potential of network
connectivity inside and out.connectivity inside and out.
100. Quality is redundancy. (“Just in time” is fine as far as100. Quality is redundancy. (“Just in time” is fine as far as
it goes—but duplicate resources are imperative init goes—but duplicate resources are imperative in
numerous situations.)numerous situations.)
101. Quality is effective cyberdefense. (We live in an101. Quality is effective cyberdefense. (We live in an
increasingly fragile world. Ignorance is not bliss.)increasingly fragile world. Ignorance is not bliss.)
102. Quality is gleeful acceptance of “best safety102. Quality is gleeful acceptance of “best safety
practices.” (Safety is a primary form of respect.)practices.” (Safety is a primary form of respect.)
103. Quality is making safety exercises and safety103. Quality is making safety exercises and safety
manuals fun. (Safety comes from hard work—it’smanuals fun. (Safety comes from hard work—it’s
about people far more than equipment.)about people far more than equipment.)
104.104. Quality is an environment that promotes good healthQuality is an environment that promotes good health
in general.in general.
105. Quality of the highest order is a permanent and105. Quality of the highest order is a permanent and
“routine” expectation.“routine” expectation.
106. Quality is a natural aspiration “around here.”106. Quality is a natural aspiration “around here.”

16. 108. Quality is becoming a Professional Appreciator—108. Quality is becoming a Professional Appreciator—
recognizing the smallest positive act.recognizing the smallest positive act.
109. Quality is understanding that vendor quality109. Quality is understanding that vendor quality
processes and outcomes and engagement are asprocesses and outcomes and engagement are as
important as ours. (The pursuit of quality is, well,important as ours. (The pursuit of quality is, well,
next to useless if the Whole Damn Family is notnext to useless if the Whole Damn Family is not
involved and “on the same page.”involved and “on the same page.”
110. Quality is making “commitment to quality” [and110. Quality is making “commitment to quality” [and
people!] the No.1 factor in vendor selection.people!] the No.1 factor in vendor selection.
111. Quality is over-investing in vendor relations.111. Quality is over-investing in vendor relations.
112.112. Quality is understanding that regardless of your rank,Quality is understanding that regardless of your rank,
the real work is being done two levels down. (“He-the real work is being done two levels down. (“He-
she who has the mostest and bestest relations in theshe who has the mostest and bestest relations in the
underbelly of the organization wins. Hands down.)underbelly of the organization wins. Hands down.)
113. Quality comes from mastering “suck down.” (The113. Quality comes from mastering “suck down.” (The
“real work” is done “down there.”)“real work” is done “down there.”)
114. Quality is understanding from Nelson Mandela that114. Quality is understanding from Nelson Mandela that
“best smile wins.” (Mandela’s smile was irresistible—“best smile wins.” (Mandela’s smile was irresistible—
to friend and foe. Attend to such characteristics.)to friend and foe. Attend to such characteristics.)

17. 115. Quality is understanding from Dwight D. Eisenhower115. Quality is understanding from Dwight D. Eisenhower
that “best smile wins.” (Eisenhower’s smile madethat “best smile wins.” (Eisenhower’s smile made
D-Day a success in a touchy Allied command.)D-Day a success in a touchy Allied command.)
116. Quality is religiously understanding that “Hard is116. Quality is religiously understanding that “Hard is
soft.soft.
Soft is hard.” (Budgets are “soft.” Relationships areSoft is hard.” (Budgets are “soft.” Relationships are
“hard.”)“hard.”)
117. Quality, for hotelier or car dealer, is aspiring to Best117. Quality, for hotelier or car dealer, is aspiring to Best
Flowers in the Reception Area ... in the World. (!!)Flowers in the Reception Area ... in the World. (!!)
118. Quality is understanding that the quality of the118. Quality is understanding that the quality of the
facility in which the product is produced is asfacility in which the product is produced is as
important as the quality of the product itself. (Qualityimportant as the quality of the product itself. (Quality
is consistent from stem to stern—or else.)is consistent from stem to stern—or else.)
119. Quality is understanding that the quality of the119. Quality is understanding that the quality of the
facility in which the service is produced is asfacility in which the service is produced is as
important as the quality of the service itself.important as the quality of the service itself.
120. Quality is understanding that there is no face we120. Quality is understanding that there is no face we
present that is not part of the expressed Brand.present that is not part of the expressed Brand.
121.121. Quality is understanding that employee entrancesQuality is understanding that employee entrances
should be as high quality and grand as guest-should be as high quality and grand as guest-
customer entrances.customer entrances.

18. 122.122. Quality is, as a matter of strategic habit, being fanaticQuality is, as a matter of strategic habit, being fanatic
about getting to know people in other functions.about getting to know people in other functions.
(Best cross-functional relationships wins—friendships(Best cross-functional relationships wins—friendships
are 100X more important than systems.)are 100X more important than systems.)
123.123. Quality is, as a matter of strategic habit, being fanaticQuality is, as a matter of strategic habit, being fanatic
about getting to know people in other functions.about getting to know people in other functions.
124.124. Quality is, as a matter of strategic habit, being fanaticQuality is, as a matter of strategic habit, being fanatic
about getting to know people in other functions.about getting to know people in other functions.
125. Quality is becoming a Professional Barrier Smasher.125. Quality is becoming a Professional Barrier Smasher.
(Boss as CHRO—Chief Hurdle Removal Officer.)(Boss as CHRO—Chief Hurdle Removal Officer.)
126. Quality is reprimanding anyone who badmouths126. Quality is reprimanding anyone who badmouths
anyone in another function.anyone in another function.
127. Quality is human!!!127. Quality is human!!!
128. Quality is religiously learning one new thing every128. Quality is religiously learning one new thing every
day.day.
129. Quality is individual learning goals.129. Quality is individual learning goals.
130. Quality is small-group learning goals.130. Quality is small-group learning goals.

19. 131. Quality is “unrestrained” “over-investing” in training.131. Quality is “unrestrained” “over-investing” in training.
132. Quality is understanding that the individual who is132. Quality is understanding that the individual who is
not growing (on some dimension, work related ornot growing (on some dimension, work related or
not) will NOT produce good quality.not) will NOT produce good quality.
133. Quality is making mistakes when you try new things.133. Quality is making mistakes when you try new things.
134. Quality is making lots of mistakes when you try lots134. Quality is making lots of mistakes when you try lots
of new things.of new things.
135. Quality is135. Quality is EXCELLENCEEXCELLENCE..
136. Excellence is136. Excellence is QUALITYQUALITY..