Product technology once provided that leverage, but no longer. This modern business strategy says that for competitive leadership, products and services must be made quicker and cheaper and that making products better is the way to do this. The route to accomplish this is not solely through conventional approaches of Quality Assurance and Quality Control or other techniques. To produce the quantum change that is needed, the best route is through an integrated and strategically aligned business approach .

The mobilising of an entire organisation so that every employee from the executive management to the lowest level actively and willingly participates in a never ending journey of continuous improvement. 
 
This is radical and far-reaching in it's applications and could require changes in structure, shifts in management style, participative management, worker participation, management's values and priorities, changes in the company's systems and re-defining the roles of both supervisors and managers.

After all it is about behaviour change which induces attitude change and focussing on achieving Vision 2000+.