It used to be the case that quality was seen as an issue that belonged only in factories or, more recently, in service outlets. We now know however that quality in education is vital if an institute is to survive in the long term. In the short term quality issues within education, can easily be fudged. This has been the approach in the ELT service sector. English language providers survived even though in objective terms they were pure service losers rather than service winners simply due to the lack of competition or the lack of critical assessment from Saudi clients. The quality revolution however which has spread over the world since the 1970’s is now here in Saudi Arabia and in education-quality, real value adding measurable quality, is already the defining benchmark of who to do business with. ELT providers have now formed into two camps - the lumpen majority tendency- service losers, and the small but successful, revolutionary vanguard of the quality movement. IH Jubail has not only survived but has come out on top winning the SABlC award and effectively dominating business in Jubail not only because the IH business plan is expansionist, aggressive and determined but because it is a plan rooted in the quality movement. At its most fundamental it calls upon IH to build every1hing we do around the needs of the client. (to be continued)