To no surprise, quality is one of the words that comes up regularly with our clients. Quality is value, especially in industrial B2B environments. It thus needs to be communicated. But how ?

Quality is also one of the most overused words, having lost all its power and meaning. Claiming quality needs more than the word itself.

This paper gives some hints on how to efficiently convey the image of quality ... without naming it.

A simple mind game...

Let’s try a simple mind game: Imagine you are the purchasing manager in some kind of industrial b2b market - let’s say machinery ...continued