In 1988 Gallup poll conducted for the American Society for Quality Control, 15% of U.S. adults couldn't name a single company that they associated with high quality. This finding was actually less depressing than the results of a 1986 survey, in which the same question was put to business executives. A whopping 25% of the executives couldn't name a company known for quality, if their own was disallowed. Let's hope none of these people are your customers.