Editor’s note: This is the third of a four-part video interview with Juran Institute’s CEO, Joseph DeFeo, and hosted by Quality Digest’s CEO, Jeff Dewar. View part one here, and part two here.

Imagine this conversation....

Mary: “You still have to listen to the customer.”

Bob: “But we’re certified to ISO 9000, ISO 14000, ISO 26000, ISO 31000, and ISO 50001.”

Mary: “That’s swell. But what happens when everyone meets the standards?”

Bob: “Then we all can claim that we’re lean, efficient, in control, predictable, and reliable.”

Mary: “And therefore you still have to listen to the customer. Even if they don’t have a clue what they want.”

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