Why hasn't total quality management (TQM) had broad and deep impact on the competitiveness of American companies? This article examines the issues that stand as roadblocks in the path of companies that strive to use TQM for competitive advantage. Two root-cause issues are identified: (1) lack of focus on strategic planning and core competences and (2) obsolete, outdated cultures. Analysis of the issues and root causes leads to a prescribed approach that can serve as an effective countermeasure.