The fragile heritage of a cardinal virtue

On the subject of quality, Swiss companies have for several generations now tended to rely on the prestigious heritage of a know-how that has asserted itself across the ages. While the "Swissmade" logo makes it easy to enjoy an international reputation and claim strong added value, one should not rest on one's laurels — even when they have been justly earned. For that would be an attitude contradictory to the one that quality presupposes, which requires permanent self-questioning.

Quality cannot be perceived as a given. It cannot be reduced to a "label" that one would affix ad vitam aeternam to a brand. Is one not making a mistake in wanting to reduce quality to a product that meets a given set of specifications? Would it not be better to think of "quality" as an endless quest? This changes everything, as it presupposes constancy on the part of the company seeking to achieve it. The entire organisation must be focused on this goal. One will then understand that this attitude goes beyond the mere production of a product in accordance with established standards (FDA, CE, ISO, TÜV, AFNOR…) and must be inscribed over time. It is indeed a state of mind and a clearly stated willingness on the part of the company.

The proof lies in the fact that today, increasingly, quality standards concern not only industry but also the service sector surrounding industry. The capacity to provide a quality service to accompany the sale of a product now counts as much — if not more — than the quality of the product itself.

Fine examples can be found in certain high-end automotive brands. The client is willing to pay more for the product to acquire a quality vehicle, but also because they know that, in the event of a technical problem, they will receive service commensurate with their purchase.

The question that arises today is whether this attitude of seeking quality is inscribed in the DNA of most companies. Is it a fundamental value? A quick review of the press shows that international rankings are very often produced to separate the most innovative countries, or those that create the most companies — but to our knowledge, there are few rankings to determine which countries prioritise quality most. Once again, it is the heritage of centuries that comes to our rescue, carrying with it the respective reputation of each country's industries.

The world clings to beliefs about the innate quality of the Swiss watchmaking industry and the German automotive industry. Beliefs that are, once again, legitimate and well-founded — but which need to be constantly tested. And as everyone knows, credibility can be lost much faster than it is acquired. How many companies, thinking they could outsource quality, found themselves facing greater difficulties and ultimately decided to repatriate their production?

This brief reminder allows another idea to be developed. Quality cannot be the work of a single company — it depends on an ecosystem. How then to ensure that quality once again becomes a cardinal virtue shared by all?

In recent years, we have seen how the internet and consumer reviews have driven progress, above all in the services sector. Following the digital transformation, every service provision can now be assessed and end up in the public domain. Service providers are the first to solicit us: when we order a taxi via an application, we must systematically rate the driver, and equally, the driver rates us. This creates a virtuous circle. Nothing tells us, however, that this mutual evaluation system is a panacea. As we have seen recently, there can always be abuses — certain agencies have specialised in creating fake online reviews.

This leads us to the following conclusion: it seems evident that quality is above all a matter of awareness. A self-respecting entrepreneur should not need the judgment of others to verify their quality. They need neither to rely on their country's reputation, nor on a label, nor on an international survey, nor on a consumer review.

Quality is above all a personal demand — the one an entrepreneur makes of their accomplished work. They must themselves be their own first judge. It is therefore a matter of personal ethics. It is on this condition, and this condition alone, that the path to quality will be found.