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What is the fifth quadrant?
A quadrant is a fourth part of something. In the typical graphical representation using a coordinate system, everything best is usually placed in the fourth, upper right-hand quadrant.
The fifth quadrant, naturally, does not exist, it represents an imagined situation, "better than the best", but it can serve as a strong challenge to those aiming for excellency. Because only excellency in every business aspect leads towards the "fifth quadrant".