Whiskas cat food once claimed that 8 out of 10 owners said their cats preferred it.
In a noisy marketplace, it can be difficult to stand out, and so it’s tempting to do something different. A product that does it quicker, cheaper, louder, or better than the others. But how do we know, what to believe and what to pay attention to?
Standards are helpful, rules are better, and unlike cats, results speak for themselves.