ISO $9001$ is often being used through the supply chain as a means of passing customer requirements down the line and saving the purchaser from having to assess for themselves the capability of suppliers, and this has led to certification becoming the goal. Many organizations have been driven to seek ISO $9001$ certification by pressure from customers rather than as an incentive to improve business performance.

Explain the importance of committed leadership to implement ISO $9001$ standards to increase capability versus landing a business contract. Discuss whether ISO $9001$ standards should be conformance based or performance based.