A dog-food company spent millions to reformulate its dog food. They spent lavishly. They hired the best marketing person, the top PR firm, the best ad agency, the No. 1 packaging expert, the most powerful distributor. Huge sums were spent on a slick advertising campaign to promote the “supposedly” new and better product.
Despite the best work, sales plummeted.
In desperation, the normally know-it-all corporate leadership finally asked its retailers: “What went wrong?”
The answer from the retailers: “The dogs won’t eat it.”
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You are not entitled to your opinion. You are entitled to your informed opinion. No one is entitled to be ignorant.
Harlan Ellison