What do tyres, websites and a new cover design have in common? It is all a question of quality. In the British tyre industry everyone talks about price versus quality. Almost as often the debate broadens out before settling in the amorphous arena of “value”. More often than not this means the narrowing of the gap between two perceived opposites. In practice it could mean a customer buying a high quality product for a lower than expected price.The classic example of this is the customer that buys a higher priced product that performs beyond either their expectations or what the competition has to offer. In either case both propositions are predicated on the basis of product quality. Without this there are only short term pricing and sales strategies. And this in turn leads to the key difference highlighted by the age-old business adage: “sales are vanity, profits are sanity”. Without a properly considered quality-focused market approach, businesses struggle to make sense in the long-term, whether the macro-economic environment provides wind in your sails or an adverse gale.