As I see it standards do not lead, they follow.
I'm not sure why standards-makers owe us a duty to explain process management.
John, ISO 9001, ISO's best selling standard of all times, is, for many organizations around the world, their first model towards a (somewhat) formalized management system.
So, while ISO 9001 is a BASIC set of requirements, with non-sophisticated concepts and requirements, for practical purposes, it is an advanced document for organizations that are in the very early steps of their quality journey.
Further, according to ISO TC176 SC 2, their own mission statement includes the need to provide guidance and support, when needed, to ensure continued credibility of their products (ISO 9001 and 9004).
As you know, they do provide guidance via a number of documents, available via the ISO website.
Support for implementing ISO 9001:2008
ISO 9001:2008 is published by ISO technical committee (TC) ISO/TC 176, sub-committee 2. When the standard was revised and updated in 2008 the TC prepared some guidance documents to help organizations and companies implement the revised version of the standard.
Guidance on some of the frequently used words found in the ISO 9000 family of standards - Download pdf
Guidance on the concept and use of the process approach for management systems - Download pdf
Implementation guidance for ISO 9001:2008 - Download pdf
Guidance on ISO 9001:2008 - Sub-clause 1.2 Application' - Download pdf
Guidance on the documentation requirements of ISO 9001:2008 - Download pdf
Guidance on 'Outsourced processes' - Download pdf
So, they DO ATTEMPT to educate the masses on the concepts around quality management and/or ISO 9001. The problem is: the quality of the guidance documents is poor, in my opinion. They are so concerned to make authoritative statements that they always end up with a document that, while, technically correct, it is of very little practical application.
If you look at the Guidance on Process Approach, they never attempt to explain it via business processes, siloing even more the QMS. To me, that is the BIGGEST failure of the TC 176 (not only SC2): failure to explain the context

of a QMS within the business world. Unfortunately, they are apparently incapable of framing the QMS and how it is supposed to fit within the business and the business processes.