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Discusses how part of Rank Xerox′s quality journey included the use of self‐directed work teams. Asserts that this approach enables true empowerment, but in a controlled and directed manner. Describes how the primary goal is total customer satisfaction and discusses the need to make the most effective use of the experience and expertise of those employees best placed to provide customer satisfaction. Discusses the development of a “leadership through quality” business model. Asserts the quality journey has driven an evolution in the management style of the company. Contends that self‐directed work teams are a natural output from employee involvement and leadership through quality. Looks at the benefits and challenges. Concludes that empowerment through self‐directed work teams needs thought, commitment and a significant time‐frame to make it work, but if customer and employee satisfaction are driving the business, it is definitely worth the effort.