During the past weeks we are talking about SCM, CRM and few more important functional areas. Few topics are important within our knowledge sharing, such as, Customer, Product, Technology, and Quality. I would like to focus on Quality now because I consider that sometimes we have the wrong concept of what quality is. In addition, knowing the meaning of the word quality we can expand our vision on how this may impact with our relationship with clients and even with our internal processes. Hence, we use the word quality to identify how good our product is. I want to open a dialog here and ask a simple question: What is the meaning of the word Quality? If we want to be leaders in what we do, we need to know what Quality means.