Quality is Job 1
3/15/20262 min read
He wasn’t loud or flashy. As the leader, he focused on humility and employees working together as a team. You’ve probably never heard his name, but you have heard of a slogan he used in commercials and a rallying cry for the organization.
His name was Don Peterson. He was the President of Ford Motor Company in 1981. He later was promoted to CEO in 1985. During his tenure he adopted the mantra, “Quality is Job 1.” It was in TV and radio commercials. There were newspaper ads with the slogan. Peterson even used the phrase internally at Ford to help focus the organization on being the best.
Ford used that slogan for 17 years. It began in 1981 and ended in 1998. That’s an incredible run for an advertising byline and a company’s defining focus. But what can make you great today can bite you tomorrow.
In a blog post from May of 2025 Eric Starkman wrote, “So far this year, Ford has already issued more than 40 safety recalls, despite CEO Jim Farley’s repeated claims that Ford had taken meaningful measures to improve its quality control. Since being named CEO in 2020, Farley has collected $107 million in compensation—including $25 million last year. It seems quality isn’t much of a consideration when Ford’s compensation committee determines Farley’s paydays.” (You can find Starkman’s blog post here.)
What happened? Ford took their eye off the ball. Journalists and online reviewers gave Ford a new slogan: Recalls are Job 1. Ford’s quality had dropped so far, and the number of recalls began to grow that the old byline became today’s mockery.
When Peterson adopted the slogan in 1981 he knew Ford had to live up that expectation. You simply can’t claim to be the best. Words are cheap. They come easy to so many people. It’s what you do that matters. If you claim to be the standard, then you must meet or exceed it. If you don’t, you and your brand will be seen as subpar.
Eric Starkman states, “As Ford’s recall tally grows, so does public nostalgia for its long-abandoned slogan.” The public remembers that Ford was once a great company that produced quality cars. The customer base wishes the past would return in a roaring fashion bringing the old focus on quality with it.
What can leaders today learn from this? Never stop focusing on quality. Whether it’s a product or an experience. Overdeliver on quality.
Examine the process. Consider your team. You must be honest as to the weak link. Where are things breaking down? Is there a certain area that must keep being revisited to make things right? Don’t keep adding layers of accountability. Fix the problem. Perhaps you need to replace someone or there could be a communication issue. Whatever the problem is, correct it at its very core. The goal is to create as much quality on the first attempt. If that isn’t happening then changes need to be made.
Be like Ford in the 1980s. Make quality your goal. Be careful though. Your customers will grow addicted to the excellence you provide. The instant standards are lowered your customers will long for what used to be. Always keep them wanting more of today.
Leadership Matters,
Brian
Corner House Agency