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Madhav Mehra, president, World Environment Foundation and chairman, World Quality Council, was in Mumbai last week to attend the World Congress on Total Quality.

"Quality is dead, " he pronounces, in an obvious effort to paraphrase Nietzsche. Mehra believes that the world has changed and quality is not enough to compete. "You need to innovate," he says. "Internet has increased the pace of competition. It is not enough to be perfect each time. It is more important to be imperfect, and be the first," says Mehra.

The need to be the first in the market is a clear departure from the way companies have done business till now. "Companies have competed on scale till now. They have succeeded through mass production of goods. That is out. People want variety all the time, so they need to get t