Quality management through visionary leadership

States that the importance of leadership in fostering a quality culture in organizations is widely acknowledged. However, research on leadership can be conducted at multiple levels of analysis. This has resulted in the complexity, diversity and ambiguity of information that typifies the leadership task. Identifies the visionary transformer leader as the requisite leadership type for achieving success through quality‐led strategic change. In the context of illustrations drawn from organizational experience of the past decade, and using Ansoff’s growth vector as an underpinner, discusses how visionary transformer leaders use quality management strategy to secure the future of their organizations.