Character and skill improvement is a process of ongoing improvement or progression, a constant upward spiral. The personal side of total quality means total integrity around your value system – and part of that value system means you are always getting better, personally and professionally.
Continuous improvement basically means you are never content with something being half-right. Your customers certainly wont be content. And if you work at getting accurate feedback from them, you will be motivated and challenged to improve – either improve or perish.
Yet feedback is the vital lunch of champions. Champions are continuously getting feedback, and they listen and learn from it, to improve their performance day-by-day.
from: PRINCIPLE CENTERED LEADERSHIP – by STEPHEN R. COVEY – PRINCIPLES OF TOTAL QUALITY, pg 225