AbstractNever before in the history of modern civilization has there been so much global emphasis on total quality. It does not matter which label is attached—whether it is the Deming Award in Japan, the ISO 9000 in Europe or the Malcolm Baldrige National Quality Awards in the United States. We are witnessing a major shift in our society, just as important as the shifting of emphasis from production to marketing to customer satisfaction. Customer satisfaction in its broadest sense is total quality management, and that is what this article is all about. It is about change.