By highlighting the intangible, personal, contextual, and illusory nature of quality, the authors reconceptualize quality improvement as a pluralistic and moral journey. They imagine a new era of quality improvement in which patients and health care providers work together to understand and achieve quality. The authors recommend, for the path forward, a travel kit of 10 crucial elementscompassion, deliberation, flexible goals, ownership, the engagement of patients, the inclusion of payers, the involvement of learners, feedback loops, the fostering of learning, and the application of different sources of knowledgeto reframe quality improvement in a new era of learning.