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Zero Defects was a goal coined by quality guru Philip Crosby which challenged management to commit time and effort to doing things right the first time. This type of goal worked against the conventional wisdom that human error was inevitable.

Elisabeth Swan

Elisabeth is a Managing Partner at For over 25 years, she's helped leading organizations like Amazon, Charles Schwab and Starwood Hotels & Resorts build problem-solving muscles with Lean Six Sigma to achieve their goals.