The quality of the term, "QUALITY" is often quoted in informal way, thus reducing the 'quality of QUALITY', just like using 'great' for very little activity, thus losing the real sense of the word GREAT.

Quality is a way of life —
not just an activity that runs professionals.
Quality is achieved by living it —
not just by metrics and measurements.

Therefore, Quality is "what you are ready to do for...?"
not "what the customer is ready to pay for...?"

Be inquisitive to Quality and earnest to Implement, which devours
non-value added activities, leaving only VALUE in the system.

The 'End Objective' is realised, only when an Organisation
turns into VALUE SYSTEM rather than, into, another white elephant.