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Defines a leader in total quality management as a person who inspires, by appropriate means, sufficient competence to influence a group of individuals to become willing followers in the achievement of organizational goals. Reports research identifying the keys of successful leadership in quality management: (1) attention through vision, (2) meaning through communication, (3) trust through positioning, and (4) confidence through respect. Describes characteristics of leaders in quality management: they have an agenda and an unparalleled concern with outcomes; a mastery of communication;they are predictable and make their positions known; they necessarily have a positive self‐regard, and a commitment to bring out the best in others.

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