Phillip B. Crosby wrote Quality Is Still Free (1996) – a followup to Quality is Free (1978), an international best seller.
Crosby learned early on that quality is free, but also it is a time-intensive investment and it is personal.
It takes four or five years to get people to understand the need for, and learn to have confidence in, such an improvement program. I originally sent a 16-page brochure accompanied by a tape explaining the zero defects concept to every unit. The results were amazing. No one paid the slightest bit of attention [my emphasis]. None of them were even sent back. It was apparent that the conversion and instruction had to be done on a unit-by-unit basis until we could get some success stories to use in the seminars (pp. 16 and 17).