Quality involves everyone: how Paul Revere discovered“quality has value”

In 1983 the Paul Revere insurance company had fallen from its position as market leader, an occurrence which acted as catalyst for the“quality‐has‐value” programme. Describes the company’s quality process, the phases through which staff go before attaining the“right attitude” and the whole process of implementation. Although the company has now regained its position of market leader, the“quality‐has‐value” programme continues.