No business can succeed today by trying to be all things to all people. Instead, it must find the unique value that it alone can deliver to a chosen market. At Quip Laboratories, we focus on delivering not what the general market wants but, rather, what specific customers want and satisfy their unique needs. Choosing the value proposition of customer intimacy, which is an implicit promise to customers, at Quip we identify those customers and reengineer the processes needed to cultivate relationships and to meet and exceed customers' needs.

Times are changing, and so is Quip Laboratories. Faced with its rapid growth in a changing and demanding environment, Quip Laboratories launched in December 1998 an intensive Strategic Audit that investigated every aspect of its operation and obtains customer feedback regarding what Quip is doing well and not so well.

According to Tim, "Quip's customers are its toughest critics. So we must find out what they are thinking of us. The good comments make us proud; the bad ones make us better."