An address to faculty and staff considers the question of how quality can be improved at the various levels of a college. The importance of a shared sense of purpose is emphasized. Three goals of postsecondary education are discussed: to produce desirable changes in people; to do so through means that are consistent with social values; and to maintain people's capacity to continue performing their functions in the future. The role of the individual in the organization is discussed in light of theories in organizational behavior. Ten "do's and dont's" for improving quality are presented, including: (1) take responsible action, even if it is not responsive; (2) be sure that essential, basic functions are performed well; and (3) value and enhance the traditions and historic continuities of the organization. Contains 5 references. (KM)