Once upon a time, a clever team of experts created a delicious but very special hamburger. It completely lacked conjugate linoleic acid, which they substituted with myofibrillar protein using truly ground-breaking science.

But it was expensive to make, and hungry customers simply ignored all conveniently placed information about the dangers of conjugate acids. Thus they remained unimpressed by the ratio of price and performance, and sales lagged.

It was also true that these biochemical properties made the special burger hypo-allergic, meaning that eating it reduced many common allergy symptoms. That fact was so obvious to the experts though, that no one remembered to include it in the messaging. So, instead of a happily-ever-after, the project was scrapped. 

The end.

Of course, nothing you just read ever actually happened. All of the smart-looking words were chosen at random. And yet, similar stories happen every day, in too many industries.

Talking about quality from your own, well-informed perspective may work when your audience is as informed as you are. Fables aside, experts rarely get to do that, so market success is more often determined by the part of the quality that clients can perceive rather than actual, objective quality. Keep asking yourself – who else can understand this the way I described it?


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