Article made from an Interview with Peter Schneiter - Professional Photographer

Peter Schneiter - Professional Photographer

When I first met Peter we discussed his professional life and the way he gets the best out the people he works with: his customers. Peter focuses his photography on people and their special events. Weddings, anniversaries, birthday parties are the life blood of people’s memories and the special memory needs a special photograph.

When Peter showed me some of his work it was immediately apparent that he used lighting and composition to best effect. He creates memorable photographs.

He always wanted to be a photographer and said: “I wanted to be a photographer as a teenager. When I left school I started working at photographic shops, where I could learn from photographers and buy equipment at reduced prices.”

He was attracted to the profession because he wanted to help other people to have lifelong memories of their events and their families. He wanted to stop time and capture that important moment of family history.

Peter has expanded his talents into another commercial direction by photographing products for advertising and promotional material. This requires different techniques by staging the shoot according to the requirements of the customer and he says: “Asking first, saves lost time, wasted effort and keeps everyone happy.”

The technique of commercial photography still relies upon getting the light and colours right and combining all the elements of composition to create an attractive image.

All photography involves working with people whether they are the subject itself or the owner of a pet or product. For all events Peter builds up a rapport with all the people involved including both the client and the participants. He likes to be unobtrusive and dresses accordingly at a shooting event.

Pet photography requires patience and cats can be the hardest to capture as they have a mind of their own. But patience is required for all photography: “Nothing is really ‘easy’. It always takes time and thought to produce a good resultant image.” 

Photography is not always about creativity as there are many technical aspects involved and Peter has long term experience of the practicalities.

He started out using film cameras. Film was expensive and you could not see the results of your efforts on a digital display screen. You had to get the light and composition right first time. Getting the quality of the images right saves reworking.

You can see that Peter has transferred some of these skills to his digital work.  Time is money and he does not want to waste it for anyone.

Some events, like weddings, cannot be relived so Peter surveys the location before the event to ensure that the photographs can be well lit and composed. Above all, he has a contingency plan for what could go wrong and he carries two of everything including spare lenses, flash guns, camera bodies, batteries and memory cards. He always makes sure that his batteries are fully charged!

Peter has the instinct for making good images but muses: “Instinct, that’s an interesting idea. I suppose I did have a flair for photographing as a child.”   Experience has improved upon this instinct for him to work so well with the customer and deliver the best.

Finally, I asked Peter for one tip to improve all of our photographs: “Wait for the right time to get the shot, keep an eye on the background too.  Avoid the lamp post coming out of someone’s head!”  And for good measure:  “Keep your lenses clean.”

Well said, Peter.

US Debt Ceiling

Watch out for the dollar. The debt ceiling is approaching and I am sure that the US Treasury has got a plan for what happens if the US Congress does not come to an agreement by 17th October 2013. The US will not default immediately on its overseas obligations to pay interest on its Bonds. The US President may have to "break the law" to ensure stability in the markets and defend US economic interests. This would be a last resort.

Any immediate danger will come from the markets panicking and there is little that the US Treasury , the US President, the IMF and World Bank can do to assuage markets if panic sets in, so the US dollar will fall rapidly and interest rates will go up for all of us.  The dangers are potentially more disastrous than the fall of Lehman Brothers and other large financial institutions.

Panic may not set in initially on  the 17th October  but if the impasse continues there is certain be a panic which could be set off by a power cut, an inept statement from a Treasury official, a power cut or an earthquake in Tokyo. The international finance markets are already jittery and if widespread panic ensues the US Congress might not have time to react - electronic funds transfers systems act much quicker than Democracy.

I am hopeful and confident that common sense will prevail in the US,  as the economic consequences of a real default on US Treasury bonds are too awful to contemplate. Everything must be done to avoid panic and loss of confidence. The financial markets need to hold their nerve, even now, for the sake of all of us.

Trevor Morgan discusses his role as an interviewer

For most of the 35 years of my professional life I have been working on projects in the Information Technology industry. A substantial amount of this work involves research to find out the facts about a business and above all the people who run it or who work for it. You cannot direct or manage a project without having a sound body of knowledge of the facts on the ground and part of my success has been the interview.

My life is now taking a different direction I am not involved in project work so much anymore and I have more time for writing.

I have worked in more than 30 countries with all sorts of people from all sorts of backgrounds.

I love working with people and whenever I work in a country I do research to find out what makes people tick.

To find out the facts about the working situation and the business it is best to meet the people running the operation and ask them face to face how things operate. The facts should then be written up and verified with the participants.

Interviews depend upon the people and their business so they must be tailored to fit the needs of the interviewee. The one connecting factor is getting to the truth and reporting it faithfully.

When working with Peter Schneiter, a professional photographer, I met him first and got to know him. I already knew a lot about photography from having attended courses. But I still researched my subject.

I then wrote up a set of questions. Peter preferred to answer them in writing, and based upon our face to face contact I agreed. The profession of photography involves people, creativity and technicalities and we both thought the written approach was better. This did not mean that we did not communicate about the answers.

My approach is adaptable, however, other types of professionals prefer face to face interviews and I am more than happy with that. Whichever way is chosen the questions will be based on face to face contact and approval of the answers before anything is published.

The object is to find out about the essence of the people involved and their business or activity.


My aim is to provide readers with the best pen picture possible but in an interesting and concise style.

An example Question and Answer:

           Is there balance between your instinct for photography and what you have learnt?

Instinct, that’s an interesting idea. I suppose I did have a flair for photographing as a child. Taking my first pictures around the age of 8 or 10. Then looking at books and other peoples pictures and finding out how they created theses pictures. The learning process would have taken my natural talents higher, focusing their beam onto getting the most out of situations and equipment.

See more at::

http://www.exadian.net/interview-with-london-event-wedding-professional-photographer-peter-schneiter/

USA Government Funding

I have worked for a number of great American and have some very good friends from the USA. I have always found the American  "go getting" attitude refreshing. I have learnt a lot from American business and project management practices.

The current impasse between the US Congress and the President must be disturbing the US public and its businesses greatly.

There is now the possibility that come October 17th 2013 there will not be an agreement on the debt ceiling and that the US government will default on some of its debt. This will have potentially serious consequences for both the US and the world economy itself.

http://www.forbes.com/sites/afontevecchia/2013/09/30/shutdown-and-debt-ceiling-debate-prove-u-s-doesnt-deserve-aaa-credit-rating-sp/

Fear could generate another economic crisis. Let us hope that commonsense prevails to avert a dangerous run on the dollar. The American people must be in despair of their politicians at the moment.

If the worse comes to the worst then FDR had the right attitude: "the only thing we have to fear is fear itself."

Let the financial markets take note.

Tom Charman – A new type of Young Entrepreneur

I met Tom at a network group and was impressed by his enthusiasm for the clothing business which he had just set up. “George Edwards” is a new type of enterprise which will sell high quality clothing to young people. Clothing which is classically designed but which is hard wearing and durable. He wants to bring British Heritage home.

His business model is based on a “community enterprise” principle which supports all of the stakeholders in the business and the local community. The profit margins are lower than if he produced his clothing in developing countries so his business will have to ultra-productive and competitive. Tom believes that his model is preferable as it promotes British business and British workers.

http://www.georgedwards.co.uk/

His clothing will not be made in a sweatshop so everyone who is involved with the business will see a fair rate of return for their efforts.

For a long time the British economy has been languishing in actual or near recession. The 2009 Financial crisis almost ruined our economy and those of the United States and Europe. We all know the history and the causes of the crisis and most of us have been affected by it.

The governments of the Western world, including our own, are pumping billions of dollars into our economies and it is slowly having an effect. But despite intense help from national treasuries and central banks we are still not out of the woods.

Many young entrepreneurs feel that there is the need for self help to pull us out of the economic doldrums.  Big business, big government and big finance have somehow failed us. It is time for small businesses and young entrepreneurs to take up the slack and fill in the big hole left in the economy by the recession.

This form of self help will promote a new form of enterprise to support and enrich all the stakeholders within the business. It will reward investors with a fair rate of return and make the young entrepreneurs millionaires rather than billionaires. It will help to generate community based businesses which will grow to provide a commercial and economic environment which is sustainable in the long term.

Tom is no isolationist and travels regularly to meet foreign business men and potential investors. He believes that his business model would work equally in a developing country.

Although Tom is apolitical he believes that community enterprises will attract support across the whole social and political spectrum. I am confident that his aims can be achieved with the support of all types of investors.

There is room for both big business and smaller enterprises in our economy, so let’s give Tom and his peers a chance and get everyone, young and old, back to productive and enjoyable work.

Tom has the right attitude and the generosity of spirit to make this a success for everyone. He has a subtle sense of humour and I suspect that he is in business not just for money but for enjoyment too; he wants to spread some of this enjoyment and enthusiasm around to help improve the wealth and health of the local and national community.

I have met Tom on a number of occasions and he kindly agreed to answer some of my questions.

Why did you decide to set up in business?

I have always had a passion for business. Even when I studied A-level business I knew I wanted to take what I had learnt and implement it in real life. After starting one successful small business I decided that it was time for me to come up with something different but which I still enjoyed. Fashion was the perfect mixture of both business objectives and personal ambitions. 

What is the balance between your business and personal life?

I am at Exeter University and president of Exeter Entrepreneurs and an ambassador for Bloomberg - so it takes up a lot of my time. However, I have a strong relationship with my girlfriend and close friends. I work and relax at the same time. Everything I do for George Edwards is enjoyable for me, so I’m able to balance everything well. Having a whiteboard with my jobs for the day really helps me!

What are your travel experiences?

I have done a lot of travelling across Germany, Austria and France, since I was young, to visit family. I speak German, so I love to visit Germany to practice my language skills and become bilingual. Germany is one of my favourite places to visit, as everyone has such a good attitude towards work and life in general.

Why did you decide to set up a “Community Enterprise” type organization?

I decided that giving back to the local community was something that should feature in whatever I did. To give back on a local level means that people are able to benefit so much more. I ran the 2011 marathon for Shelter, which was a difficult challenge, however I was able to give back to people that may be struggling for a number of different reasons. 

Who are your customers and markets?

I have 6 “avatars” that I aim to sell to. They range from university students, to people working in the financial industry and everyone in between, but by directly associating the clothing with universities it creates a real British varsity feel; something that is not only welcomed and accepted in the UK, but also America, Europe and Japan, giving me a huge opportunity for further expansion in the future.

What is your business model?

My business model works on a university scale. By focusing on a single university at a time, it means I can scale up to further universities when I am ready. As each model is associated with a particular town and university it means that each local charity benefits depending on the sales from each area. Everyone will benefit, depending on the demand for the products. Ambassadors at each university will show physical presence to customers. We will also be expanding through towns, by releasing specific limited lines aimed at the general public.

Why is your brand name “George Edwards” and why the Swan logo?

I wanted to associate the name and the logo with something personal to me. The logo comes from my family crest and the combination of the wellington boots comes from an establishment which was affected by the autumn floods in Exeter 2012. The swan is a very regal animal and George is a regal name – there will be a future King George VII!

Why do you believe yours is a better business model than sweat shop production?

Everything is made in the UK because of the quality. The UK used to provide a huge amount of high quality fabric manufacture. It allows me to control production and adapt products as well as reduce import costs. It allows me to support British manufacture, which is something that I strongly believe in. It’s better than manufacturing overseas as there are better wages for staff; it’s more ethical and far more sustainable. 

What is your relationship with your suppliers? 

They are good. I have a head designer who works directly with me in Nottingham. As demand increases, my relationship with suppliers also continues to grow. I am planning to purchase my own factory in the next 5 years, which means that I can control production, as well as continue to grow stronger relationships with suppliers of particular products. Creating relationships with my suppliers has taken a year, but I am now on good terms with them.

Where do you want to be in the short, medium and long term?

In the short run, I want to move into Oxford, Cambridge, and Bristol and continue to develop in Exeter. I hope to have a strong presence in these universities before moving into the town and into further universities. By year 5, I hope to have a strong presence in 18 universities as well as a presence in 30 towns with the more generic range in the limited collection. I am planning a much more developed product line and a flagship store in London. I plan to attend events by the end of year 1 such as Henley and Polo in the Park.

Why do you want to keep the business model a British affair?

Supporting Britain is the ‘in thing’ to do at the moment, but that’s not why I want to remain British. I want to bring manufacturing back to the UK, create jobs and stop us from relying on the services industry in our economy. I also want quality to remain high and prevent high import costs. By keeping it British I am also able to employ people at a local level and give back to local community. Being British is something that this business is all about as we don’t just want to produce British; we want to promote Britain.

What are the advantages to sourcing the business from British suppliers?

By sourcing from British suppliers, we build strong relationships within the UK and are able communicate effectively and easily. We also keep import costs down and support entrepreneurship on a smaller scale. Instead of going to large Multinationals we buy from smaller suppliers to try and promote and support small businesses. Although this pushes costs up, regarding manufacture, operating costs have been lower by using small companies. British suppliers are slower to respond to requests; however I found my relationships with British suppliers are much stronger than with other countries.

What are you offering to a customer that is different?

We are offering the British varsity look. Jack Wills and Ralph Lauren touch on it but nobody actually offers it. I am not trying to appeal to the mass market which is something that both Jack Wills and Ralph Lauren have no choice but to do; however, I realise my product is similar but with my brand you are buying into Britain, small business, community support and British varsity. We are also aiming to be at the forefront of clothing technology and are developing a number of means to do this. We are different because of what we offer outside of the high quality product itself.

Why the 3-year guarantee?

Products run a regression line that is continually exploited to benefit the producer not the consumer. We offer the 3-year guarantee (average degree length) because we want to show that the customer is at the top of our list, and our high quality products will not fall apart after 3 washes. Our products are guaranteed to last 3 years of gradual wear, without excessive pressure exerted on the fabric. Producers should not predict how long we should wear an item of clothing for.

How are you going to appeal to modern British culture?

Modern British Culture is targeted heavily around sport, music and lifestyle. Integrating Technology, using Social Media and through word of mouth will allow us to aim for a  modern market, but the use of technology, social media, and reporting on sport and changes in fashion and music will allow us to continue to appeal to the modern culture.

What about quantity versus quality?

As we grow, demand will increase so higher volumes will be required. However, by remaining in the UK there will be a higher demand for local workers. Continued growth through manufacture will mean that quality can still remain high. Keeping manufacturing in the UK will mean that although profit margins will be lower we are able to support local communities, jobs, charity and sponsored events to raise awareness for communities and for Great Britain as a whole.

What is the macro-economic effect of similar business models?

We are seeing a greater number of businesses adopt a similar business mode. Although they may not give back to community, they still produce on a smaller scale, and within the UK. If enough businesses do this, and provide community donation and support, we will see a huge difference macro-economically. The two obvious benefits are a more self-sustainable economy and higher levels of employment. However, we will need to promote economic developments in deprived areas, to create jobs, safety and security for the community.

Why the apolitical approach?

I take an apolitical approach, as I cannot directly support one government. I believe that economically there is little difference that can change an economy, and therefore by creating something on a small scale and supporting local communities, I am taking the choice to produce and give back. There are benefits for all parties by supporting British, however my focus is on a local level with regard to politics, as opposed to the international level so that the business has and will continue to develop over time.

The Disabled Prove Their Worth

The Disabled Prove Their Worth

 IT was only when I worked closely with someone who was disabled that I came to appreciate the difficulties that he had to overcome. I first met Patrick Burke, in 2002, as a colleague on an overseas project. Patrick was an expert Information Technology analyst and programmer. He was diagnosed with Multiple Sclerosis in 1995 but was fully able to hold down a job in a stressful occupation that involved much overseas travel.

I came to know Patrick very well and we were able to talk frankly about a wide variety of social and work subjects without any rancour. I grew to know Patrick as a loyal colleague and an industrious worker. In 2010, I was running a project in Germany when Patrick’s name came up as a freelance worker who could be employed to tackle some difficult programming and analysis problems so I jumped at the opportunity to have him on my team.

I knew Patrick would not commit himself to a project if he felt that he was unable to attend everyday because of his physical difficulties. I briefed my team and explained Patrick’s condition. I was pleasantly surprised by their reaction; Patrick was treated with respect for his ailment but otherwise the same as any other colleague. Any minor health problem was easily resolved and there were no more difficulties than normal.

I have always been amazed at the way Patrick was able to deal with his physical condition and pain with dignity and good humour. He was an inspiration to me and to other members of our team. His cognitive abilities were as strong as any one else and his experience was invaluable; he made an enormous contribution to the productivity of the project.

What was the benefit of employing someone who has the tenacity and persistence to overcome the most severe physical problems? Well, there was the inspirational force to drive a team forward to meet its objectives.

Patrick has retired from project life to run his aid4disabled website and to speak publically about MS. We thought that now was a good time to reflect upon his condition and how it affected his previous working life.

There is some hope that medical developments will improve the life of those freshly diagnosed with MS.

It is clear that more provision should be made for people with disabilities to get from one place to another. This is probably the one practical thing that could make a substantial improvement to a disabled person’s work life.

It is also clear that employers should make more effort to see the benefit of employing disabled people. They could also help by adapting the working environment and the working hours expected.

Patrick does not believe that there is prejudice against disabled people but I disagree. Disabled people do not want to be patronised they want to be given a fair chance to prove their worth.

There was one extra question which I posed to Patrick over lunch. How much extra money did it cost my project to employ him? It was zero.

When did you discover that you had MS?

I was diagnosed in 1995. Looking back my first attack or relapse was in 1979 but I did not go to the doctor and the problem went away.

What was your reaction?

I did not know anything about MS and there was no help offered when I received the diagnosis.

Did the specialists give you an accurate prognosis about how the condition would proceed?

I did not receive any advice. Who knows, or can truly know, how the disease will progress? Everyone is slightly different.

Did you feel that life had cheated you?

It is difficult to say. Yes, I do feel cheated, I have lost my career but it has also given me new opportunities – e.g. the website and talking about MS. I try very hard not to allow the result of MS to affect me. I have felt angry and depressed and would love for there to be a cure but, sadly, one has not been discovered.

What is the relationship between genetics, geographic location and climate, that we have talked about often?

Very complex: the closer you are to the pole, North and South, then the more likely you are to get MS. The lack of Vitamin D and sunlight is a factor. Also SPF element in make-up and sun-cream is stopping skin generating Vitamin D. Rickets is appearing. The lack of a balanced diet is a factor. The Genetic factors are more likely to be carried by the female than the male in a ratio of about 2: 1. Smoking doubles the chance of getting MS. The highest occurrence of MS is in the Orkney Isles; 402 per 100,000 of population.  An occurrence of 30 per 100,000 is considered to be serious.

Is there a cure for you on the horizon?

Define a cure. In cancer you are given 5 years for the all clear. For MS it will probably be 15 years. Yes, there are drugs that reduce the occurrence of a relapse by up to 70%. There is a lot of research.

How about the prognosis for those who have just been diagnosed?

Depends how serious the MS but for RRMS (Relapsing Remitting) patients, if the relapse is serious then you are more likely to be treated.  There is no treatment for PPMS (Primary Progressive). I have moved from RRMS to SPMS (Secondary Progressive) – I am on a trial to see if progress can be reduced. A monthly infusion of Tysabri is very good for RRMS.

How did the condition affect your working life in IT?

I stopped work in 2012. It was getting harder and harder to get new contracts as my MS got worse and worse. It was affecting my balance and ability to walk. Towards the end, I was finding that my short term memory was deteriorating. I don't believe my cognitive ability was affected. I definitely got the feeling that if the headcount had to be reduced then my name had a habit of being the first out of the hat.

What about the attitudes of your colleagues and management?

 My work colleagues on the whole were very supportive. I know of the occasional person who felt that the project would work more efficiently without me. The contract computer business is very competitive and in the last year or so I was finding this difficult to keep pace with. Many people recognized my ability but saw the MS as a handicap or disability.

Did you ever feel that there was prejudice against you?

Difficult one to answer: when there is a big project with milestones and deadlines then it is obvious that the fittest person would be selected. Also, it was a constant battle to keep up to date with the new developments in the work place. This was because I was a freelancer so training was not available. 

Even though the condition has not affected your mental abilities do you feel that your physical condition affected the way your colleagues or the management looked at you from a work point of view?

No, because the work as a computer consultant is sedentary so physical condition was irrelevant. 

Do you feel that enough provision is made for disabled people at work?

Accessibility is getting better. The major problem is that a disabled person frequently cannot manage a full time job. There is a reluctance to make a job a 20 or 25 hours week. This is a matter that needs to be addressed by the people who create jobs. Public employers like county councils are getting better. 

Should there be legislation to encourage employers to take on more disabled people?

 As a whole I think there is enough legislation, the problem is that there is not the urge within the management of the company to hire disabled people. Many large companies like to foster good relations and hired a disabled person or two.

Should disabled people be included in anti-discrimination legislation?

No. 

What about the facilities to help you when you are travelling around?

It’s getting better: wheelchairs in airports and ramps for surface line trains. The London tube is a no-no but buses are generally excellent.  

You have a strong will to succeed and you have the persistence to perform well. Is this persistence and will to succeed catalysed in any way by your condition or have you always had these qualities?

 Always been determined, but it has increased since I have become disabled. Also, I have become more focused over the last few years.

Does a strong will and persistence to succeed help alleviate the problems surrounding your physical condition?

 Absolutely.

Do you ever feel that you have something to prove – that you can succeed despite the difficulties?

I get annoyed when people do not consider the disabled. Recently, I went to a meeting for people with MS: OK the meeting place was disabled friendly but I had to go by train and the station was not step free. That sort of thing makes me seethe with anger.

When I worked with you, you were sometimes unwilling to accept physical help and you had a real sense of physical independence. Do you ever feel patronised by do-gooders?

No, people in general wait for me to ask for help. If unwanted help arrives then I tell people I can cope all right. If I need help, people will help me by being polite and courteous.

Do you ever feel like giving up?

 No, I would be bored. I have to have something to do.

What hope is there for the future? Do people who have recently been diagnosed have a reasonable expectation of leading a normal life?

There is no cure. Medicine is able to significantly reduce progress in people with Relapsing Remitting MS. MS varies so much, so almost impossible to answer. Some people carry on their whole life as if nothing has happened, other people in a nursing home at 40.

What is the future for you now that you are doing public speaking about MS?

The future is good as an MS speaker. Will not become a millionaire but enjoy the work, meet interesting people and gives me a reason to get up in the morning.

 Patrick can be found at http://www.aid4disabled.com/

The Rush for Quality but Buyer Beware!

In the last twenty years there has been a big push for improvements in quality that can be gained from certification under schemes such as ISO 9001. Nowhere is this more apparent than in the IT industry. I have become involved in this myself and I am a proud owner of a Quality Assurance Internal Auditor’s certificate. There are tens of thousands of companies who are ISO certified. What are the benefits? Some companies have made genuine improvements to their product or service delivery by going through the certification procedure. Many companies have obtained a marketing competitive edge by advertising that they are ISO certified. ISO certification has become big business. During my research for this blog I discovered a multitude of businesses which are advertising services to companies wishing to join the club. I found very few website contributors explaining from an objective point of view what quality management systems and ISO 9001 are all about; only Wikipedia had much to say on the subject.

Quality management has two main components: Quality Assurance which is all about the processes and procedures that need to be in place to guarantee quality and Quality Control which is all about testing a product or service against a pre-determined standard.

So what is quality? It can be described in many ways but my preferred description is “fitness for purpose”. Over the course of my thirty year career, in the IT profession, I have seen the importance of producing high quality software. The software must match the intended business purpose and it must be produced in the most cost effective way. To repair broken software is four times as expensive as producing a top quality product in the first place. Even if you produce top quality software, you are in deep trouble if it does not meet its intended business purpose.

Throughout history companies and suppliers of goods and services have seen the need for quality management even if it has been on an informal basis without official recognition by outside bodies. Companies such as Mercedes Benz, Rolls Royce and Bentley have established an absolute reputation for high quality by attention to detail and total quality management, and all without the need for outside auditors. They set the standards for quality in the automotive industry and it was difficult for their competitors to emulate them.

But what about the IT profession for which I have worked for so long. When IT was in its infancy there was a lot of resistance to change and the IT industry had to deliver software to exceptional standards to prove that it could make improvements to business processes and productivity. Failure was simply not an option. Regrettably much of the IT industry lost its way after the 1970’s and 1980’s and the industry became bloated and inefficient. Project cost and time overruns became more common as did the complete failure to deliver. In the early 1990’s confidence in the IT industry was beginning to wane. What better way to improve quality management systems and the competitive edge than by gaining ISO certification? You could prove that you were as good as any one else. Once the bandwagon started it accelerated. But, has the quality of IT delivery improved since the introduction is the ISO 9001 scheme? My view is that in general it has not. There has to be a total and continuous commitment to quality and too many companies are just paying lip service after becoming certified. So the old adage of “caveat emptor” must still prevail; so let the buyer beware.

In the course of my career I have taken time off to study wine. There are many lessons to be learnt from how the wine industry applied its quality control systems. In Europe the wine industry has been governed by quality standards since the middle of the 20^th century. In 1935 the French government imposed new wine laws as part of the Appellation d'Origine Contrôlée system. This system was used to assure the quality of vine growing and the means of wine production. A similar system has been introduced throughout the European Union and it has had varying results. Suppliers clamour to get into the top quality appellation to improve their sales. In France and other countries the system was subject to much abuse. In bad years when the harvest was cold and wet and the grapes did not ripen properly there was a temptation to add sugar to the fermenting must to increase the levels of alcohol . This practice of “Chaptalisation” is illegal in most wine regions. In times of a bad harvest there was also a temptation for producers in Northern France to import, illegally, riper grapes from the south or even Italy to improve the taste or “quality” of the wine. Many consumers could not tell that their red Burgundy was in fact adulterated with wine from the south of France. At one time the whole French system was in danger of completely losing its reputation. In the 1980’s there was a scandal involving Austrian wines when some unscrupulous producers added industrial based glycerol to the wine to improve the sweetness and the feel of the wine in the mouth. This scandal nearly broke the back of the Austrian wine export industry. Governments were forced to act to improve standards and independent testing. It is only in the last ten years or so, however, that the French authorities have actually tasted the wines as a measure of quality control. Whilst the more stringent measures have lead to a general improvement in quality, it is the force of the market that is really pushing up the level of quality in Europe. Wines from the new World where there are no government imposed standards are making big inroads into the traditional export markets of France, Italy and Spain. This is happening at the lower end of the market, but some American and Australian wines at the high end are now beginning to compete on equal terms with the top wines of Europe. Despite what it says on the label and whether the wine production is subject to quality controls or not, you are best advised to taste the wine for yourself before you buy a case. There is still a lot of bad wine on the market which is fit only to be poured down the drain. Once again let the buyer beware; a lot of poor quality wine which is not worth the money has been certified by the authorities.

A similar situation prevails in the market place for other products and services. A clean bill of health, as certified by an approved ISO 90001 auditor, does not guarantee that that the customer will get what he expects: that is top quality. The certification programme only ensures that a supplier adheres to procedures to deliver a pre-specified product or service. The auditors do not test the final product or service against a market standard. I repeat there is no guarantee that the customer will receive top quality.

From a marketing point of view being approved by a body such as the International Standards Organisation can be very important. Most customers see this is as being a guarantee of a superior product or service. It is a good selling point. However, many suppliers are only paying lip service to quality assurance. The customer must make his own efforts to ensure that the supplier is genuine and not just relying upon a certificate. Often it is better to have the courage to trust your own judgement about who can deliver the right level of quality for your business.

What is the customer to do? The IT industry in many respects is a special case. It is delivering products which have no physical being. It also delivers service. It is difficult for the customer to pre-judge the quality of the final outcome. You can taste a bottle of wine to decide if it suits your needs before you buy a case. You can test drive a car. When you buy software you can perform a proof of concept exercise to give yourself some assurance that the software will meet your basic needs but this can be long winded and expensive process. Once you have bought the software you will probably have to modify it and the software supplier will need to provide design, programming and implementation services. If your supplier is ISO 9001 certified, it does not mean that you will be guaranteed top quality performance. When you commit to a new IT project it is often difficult to back out or it is perceived to be too expensive to replace a supplier who does not come up to expectations. But, if you make the wrong decision and employ people who are not up to standard you face a bottomless pit to throw your money in. It is so important that you apply common sense and hard headed decision making when selecting a provider. Do not allow the fear factor to enter into the equation and satisfy yourself that you have selected the best supplier just because of an ISO certificate. You do this at your own peril. You must be fearless and trust your own judgement. As part of the due diligence process you must assure yourself that the supplier genuinely wants to serve the common purpose of both you as the customer, and the IT industry in general. You should also interview the staff who will be deployed on the project to ensure that they are capable of doing a good job and know how to adhere to the highest industry standards. Above all, seek out the independent opinion of other customers. A supplier who does not have ISO certification may fit the bill better than one who has, so have the courage to select wisely. IT projects are too expensive to be allowed to fail because of a lack of due diligence on the part of the customer. To rely, solely, an ISO certificate is simply not good enough.

When I need new tyres for my car or it needs to be serviced I go to my local garage just down the road which provides a high quality of maintenance at a favourable price. I checked them out with my friends before I used them and on the first few occasions when I visited I verified their work. I trust them to do a good job but they are not ISO certified. They are professionals and their customers know it. Why pass on the extra cost, of becoming certified, to the customer when you do not need to?

I always use my local garage. However, when I am on the road and get a puncture I go to KwikFit as I know they will do a good job but they can proudly display their ISO certificate on the foyer wall too.