The idea of Mr. Johnson having some kind of competitive advantage, due to a certificate of merit assigned by some certification body, was bothering Mr. Smith. The products offered by Smith were good and the company was a model of organization, so if Johnson obtained a certification, Smith should have had it too.
Mr. Smith started working on it, he immediately called a supervisor to understand how to obtain a certification, since Smith was no less qualified than Johnson. The supervisor gave all the information necessary to Mr. Quality, while they were waiting for the certification.
So, they began defining the procedures, writing down handbooks, informing the operators and elaborating new organizational rules; then, one day, some impartial agents went to Smith to check that everything was set. Finally, even with some reservation, they assigned the awaited certification of merit to Smith.