Quality Quote: The Relentless Pursuit of Perfection
“The relentless pursuit of perfection” was the original launch tagline for Toyota’s Lexus brand, introduced in 1989. It is not about being impossible to please; it captures a mindset of continual improvement, always refining, innovating and adding value, which is the fundamental principle behind ISO 9001 quality management. Here is where the phrase came from and what it means in practice.
In 1989 Toyota entered the luxury car market with the Lexus line of vehicles. When advertising began for the new line, the slogan was simple: “the relentless pursuit of perfection.” Over the years it has been modified, appearing as “The passionate pursuit of perfection,” and most recently, “the pursuit of perfection.”
Personally I prefer the first version of the slogan: the relentless pursuit of perfection. It isn’t intended to imply that we are never satisfied with the results achieved; rather, it reflects an approach of continually striving for improvement, the fundamental principle of ISO 9001 quality management systems.
As an ISO 9001 certified company, our ISO consultants are continually refining the way we design management systems: identifying innovation opportunities, streamlining our approach and adding value for clients through intelligent, efficient management systems.
The relentless pursuit of perfection: FAQs
Who said “the relentless pursuit of perfection”?
It began as the advertising tagline for Toyota’s Lexus brand when it launched in 1989. Over the years it has also appeared as “the passionate pursuit of perfection” and, more recently, simply “the pursuit of perfection”.
What does “the relentless pursuit of perfection” mean?
It describes a commitment to continual improvement: never settling, always refining and adding value, rather than a belief that anything is ever truly perfect. It is the same principle that sits at the heart of ISO 9001 quality management.
Want your team to own the pursuit, not outsource it?
ISO mentoring gives your internal people expert guidance while they build and run the management system themselves, including reviewing anything you have drafted with AI. You keep the knowledge; we make sure it passes the audit.
Continual improvement works best when it belongs to your people, not your consultant. If you already have capable staff, or you have started building a system with AI and want an expert to check the work, ISO mentoring coaches your team to build, run and pass the audit themselves. Prefer to hand it over entirely? Our outsourced ISO manager service takes the system off your desk. Either way, contact us to get certified first time.
Looking for something more substantial? Browse our ISO articles.
General guidance only. This article is general information, not legal, financial, safety or compliance advice, and it does not take account of your specific circumstances. Streamline ISO Consultants are ISO management-system consultants, not lawyers or licensed advisers. Standards, laws and regulator guidance change, and details were correct only at the time of writing. Always seek professional advice before acting. See our full Disclaimer.
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