MESSAGE FOR WEEK BEGINNING 25th April 2005

STEEL

Another of the values in my book THE SIX VALUE MEDALS is the steel medal value.

Steel is meant to be strong. Steel of poor 'quality' is not much use. So the Steel Medal values are all about quality.

What are vthe Steel Medak Values here?

Everyone knows what quality means. There have been powerful, and successful, movements to pay attention to quality and to improve quality.

Quality refers to the intention, purpose or function of whatever is being done. There may be the quality of a meal or the quality of the service with which the meal is served. There may need to be the quality in ther credit card operation with which the meal is paid for.

There may occasionally, be a clash between values. For example the Steel Medal values might suggest some improvement in material or process to improve the quality of a product. But Silver Medal values points out that this would reduce profit margins and so affect the business values. Once the values are clearly spelled out then choices and decisions can be made. Such decisions would involve long term thinking, competitive pressures etc.

Edward de Bono 10th April 2005