Crosby's book, Quality is Free, was one of the first quality focused books I read. It got me fired up about Zero Defects and Total Quality Management. Though not initially designed for construction, these concepts have intriguing potential for construction applications. Back to the quote: high quality requires proactive effort to cause the desired results. While controlling a process to keep variables in "control" will help products and services comply with a previously set standard, causing quality means that we are working to always get better by striving for Zero Defects.
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