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[Simon]

Quality people correctly recite the importance of creating deliverables' specifications on the basis of 'customer requirements'. They then correctly advise the organization's management systems (quality program et al) must ensure compliance with customer requirements. However, when one chats with most organizations' quality departments' folk, what quickly emerges is their (unwitting) inadequate involvement in the efforts that are supposed unearth and decipher what it is the customers, i.e. the market, wants. More crucially, what it will want. Their efforts still tend to concentrate on 'compliance with specification'. But, as the last three decades' several thousand delegates to my training seminars know well, I advise: what if the specification is flawed?

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Understanding your market - always a high stakes game