00:00The group of people that do not use quality in their marketing are the Japanese.
00:05You never see them using quality in their marketing.
00:08It's only the American companies that do.
00:10And yet, if you ask people on the street which products have the best reputation for quality,
00:15they will tell you the Japanese products.
00:16Now, why is that? How could that be?
00:18The answer is because customers don't form their opinions on quality from marketing.
00:25They don't form their opinions on quality from who won the Deming Award or who won the Baldrige Award.
00:32They form their opinions on quality from their own experience with the products or the services.
00:37And so, one can spend enormous amounts of money on quality.
00:40One can win every quality award there is.
00:42And yet, if your products don't live up to it, customers will not keep that opinion for long in their minds.
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