The author argues that the major reason why Robert Pirsig's 'Zen and the Art of Motorcycle Maintenance', first published in 1974, continues to attract so much interest lies in the way Pirsig challenges our values. Pirsig shows that we have lost our understanding of quality, and he explores how we can restore a sense of quality to our lives. The author suggests that technical communication could benefit from Pirsig's idea.< <ETX xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">&gt;</ETX>