Ignorance is Bust

americans value quality. nothing new there. in a skittish economy, some americans pass on doing the math and skip straight to the bottom line. this is dangerous for the consumer — ie. what isn’t known can hurt. the producer must show the consumer exactly why skimming causes oversight, how oversight means receiving less in the quality game and how less quality can mean less when you need it most. there’s usually a very good reason why quality costs more, and why the cheapest is often the least durable. take a look at the “the things we make, make us” campaign from jeep. i especially like the commercial below, where they leverage sight and sound to great effect in showing how ignorance on skid plate construction can hurt the consumer dearly. if you do nothing as producer to address and overcome pricing nerves, and you allow consumers to minimize your product or service to its cost only, then you are backpedaling (as opposed to advancing your product). you do yourself and the consumer a giant disservice. the fact is that they have a need and you have the answer. stand firmly and deliver it.