"What is quality? ... A product or a service possesses quality if it helps somebody and enjoys a good and sustainable market."

Ingredient 2 - A Unique & Compelling Advantage

Just like Dr. Deming says, you must develop a “good and sustainable market” for your product or service. The best way to do this is to identify and deploy a unique and compelling marketplace advantage.
Answer the three questions below and you’re well on your way.
Don’t be discouraged–it may take a while to settle on a strategy.  Many large companies cannot fully answer these questions.  That is one reason why a small company can match or beat a large company in the marketplace.
If you would like to discuss your answers, please press the ‘Submit’ button at the top or bottom of the page.
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