Quality comes from doing irrational things — half of what you do you did not have to do — and almost nobody is willing to operate that way.

I still believe quality is a huge differentiator. It's not just something you can decide to do. I think it needs to show up every single aspect of your company from like you have to do things that are irrational. I think that's kind of what quality comes from. like you do a bunch of things and like 50% of those things you you didn't have to do and I think very few people are willing to operate that way.