On embracing the "wider view" of statistics

The interconnected themes of quality and the marketing of the discipline of statistics are explored. An understanding of statistics as the study of the process of scientific enquiry is advocated as a consciously targeted market position. Because it reaches such a high proportion of the managers and decision makers of the future, the introductory university or college statistics course is highlighted as a potent marketing opportunity for enhancing the long term health of statistics. Attention is given to teaching students to think "statistically", to become educated consumers of statistical expertise and to communicate well with non-statisticians.