Abstract
This study highlights the role of leadership in shaping quality processes within educational institutions, focusing on the development of a quality culture in schools in the K -12 system (from kindergarten to 12th grade). It explores the connection between leadership discourse and organizational transformation. Using a qualitative, phenomenological design, the study involved 22 school principals from preschool to high school, selected through purposive sampling. Data collected through semi -structured forms were analyzed using content analysis. Findings show that school leaders believe quality processes positively influence instructional quality, student development, organizational success, and culture. Leadership communication, shared values, and stakeholder involvement were seen as key to embedding quality in school functions. The study emphasizes the importance of quality culture in areas such as management processes, teaching practices, human resources, and quality control. Strategies like reward systems, promoting innovation, and effective talent management were identified as essential for fostering a quality culture. Challenges faced by administrators in this process were also revealed. To overcome these, suggestions include using positive reinforcement and offering training in quality management. Overall, the study integrates theoretical perspectives on leadership with practical insights into communication and strategy, concluding that a strong quality culture has a significant impact on educational policy.