Joseph Juran once warned¹ that ISO 9001 standardizes mediocrity, and users often discover that it does not deliver outstanding or world-class results. This is not because of any inherent problems with the standard, but rather the manner in which organizations use it. If their goal is solely to “get the certificate” to satisfy their customers, the outcome is similar to that of a student who crams for an exam solely to pass the test and get credit for the course.

The student may indeed pass the course and learn a few things, but he or she will get far less from the course than one who studies the material to learn and internalize useful skills. The former attitude toward ISO 9001 makes it a costly and time-consuming master, while the latter makes it into a valuable servant. Stephen R. Covey’s “Law of the Farm,” in his book, First Things First (Simon & Schuster, 1994), is highly instructive here².

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