Big Q and little q is a term coined by Dr Juran and is key in fully understanding quality. It contrasts the difference between managing for quality in all aspects of business process, products and services which is Big Q. While little q relates to a much more limited capacity. For example not taking the larger picture into consideration but rather just focusing on a product itself. Big Q is about a broad, strategic and complex perspective and little q is about a micro aspect an operational issue such as quality control. Simply put little q sees just a tiny piece of the picture and Big Q sees the whole picture. For many what their understanding of quality is little q and they miss out on what quality can really provide. Do you see the whole picture?