The "house of quality" is a design tool used by companies like Ford and Toyota to create products that customers want. It helps different teams work together to design, manufacture, and sell goods that meet customer desires. This approach originated in Japan in the 1970s and has been successfully used in various industries, from electronics to construction. The key idea is that products should be designed based on what customers want, so marketing, design, and manufacturing teams need to collaborate closely from the start. The "house of quality" acts as a map for planning and communication within organizations, ensuring that everyone works towards creating products that customers will buy and continue to buy.