These problems included elements such as lack of customer focus and lack of employees' trust in senior management. TQM firms also rated thinking of quality programs as a quick fix, which is an obstacle related to strategic planning, as more serious than non-TQM firms. The non-TQM firms in the study were more concerned about a lack of strong motivation. Lack of time, poor communications, and lack of real employee empowerment were cited by TQM companies as the most severe obstacles