kɹˈɑːsbi jˈuːsᵻz ðə tˈɜːm "ðə pɹˈaɪs ʌv nˌɑːŋkənfˈoːɹməns" ɪn pɹˈɛfɹəns tuː "ðə kˈɔst ʌv kwˈɔlᵻɾi" tʊ ˌoʊvɚkˈʌm ðə mɪsɪmpɹˈɛʃən ðæt hˈaɪɚ kwˈɔlᵻɾi ɹᵻkwˈaɪɚz hˈaɪɚ kˈɔsts.
Crosby uses the term "the price of nonconformance" in preference to "the cost of quality" to overcome the misimpression that higher quality requires higher costs.