Question 1:Describe your thoughts about the following.

After focusing on culture (and the link to strategy) and understanding the product itself, we are ready to start the work on defining quality. Let's start by debunking the myth that the customer represents quality.

Indeed, we need customers. However, we must be selective about the customers we expect to serve and which customers we pay attention to. To figure out which customers are appropriate for our business (and which are not), we need to identify the three types of customers:

the correct customer

the indifferent customer

the incorrect customer

When the customer defines quality, we should say that the 'correct customer aids in defining quality. 'I say 'aids' because even the correct customer is not fully aware of all the requirements of the product/service that must be met - e.g., 1) safety standards, 2) performance standards, 3) country-specific standards, 4), etc. The business is in the best position to define the totality of quality with the input of the correct customer.