The third and the most important quality principle of ISO If you follow the first two quality principles of ISO then you are bound to improve continually . Continual is not an English word , however it is generated by the ISO 9001 standard. It means that you achieve the improvement step by step. An interesting example to prove this point is , if one has to climb a 15 story building and the stair case is straight up then no one will try to climb. Therefore the staircase is always climb ½ floor and then relax again climb ½ floor and relax. This is something like Plan-Do- Check & Act cycle of ISO 9001 Standard We need to aim at this improvement by having internal audits and follow up on the points suggested by the internal auditors to improve upon.