Italians believe that product quality is something you can perceive directly—through sight, touch, taste, smell, and hearing. A good product reveals its quality to anyone who pays attention. The texture of leather, the aroma of olive oil, the sound of an engine, the weight of a tool—these sensory cues are the real evidence of quality, more trustworthy than any label or specification.
This sensory orientation starts in childhood, where Italian families teach children to evaluate food by appearance and fragrance, to notice material quality in everyday objects. The result is a culture of educated consumers who expect to be able to perceive quality for themselves. If a product requires a data sheet to prove it is good, it has already failed by Italian standards. Quality must be experienceable.
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