9.9Building a Quality Culture

The ultimate goal of a quality coach is to build a culture where quality is everyone's concern:

• Developers write tests because they value the safety net, not because QA forces them
• POs define testable criteria because they understand it leads to better outcomes
• Managers invest in test infrastructure because they see the ROI in fewer production incidents
• The team celebrates prevention (a sprint with zero escaped defects) as much as delivery (features shipped)