“Quality in a product or service is not what the supplier puts in. It is what the customer gets out and is willing to pay for. A product is not quality because it is hard to make and costs a lot of money, as manufacturers typically believe. This is incompetence. Customers pay only for what is of use to them and gives them value. Nothing else constitutes quality.”
– Peter Drucker
This chapter provides more background for developing those tactics; and it covers the need for additional explanation and description when your business requires a more formal plan or pitch, for outsiders.