For the past decade, the relationship of Product Quality to productivity, cost competitiveness, and customer satisfaction has received renewed interest and attention. Most Corporations repackaged their Quality Programs and provided new upper management endorsement of the quality mission. In retrospect, many have failed to sustain the effort. A few have been successful in permanently modifying their cultures. This paper describes the concepts and techniques employed by one successful organization-the Rockwell International Brake Plant in Ashtabula, Ohio.