Having the right message is critical to the success of any business. The number one key to business growth is crafting a message that speaks to your target audience. The right message can overcome deficiencies in other areas. A perfect example is McDonald’s. They certainly don’t have the best burgers, but they’ve crafted a message that brings them success.
That’s not to say that substance isn’t important. It is. But the message can help craft the perception of the substance. To a kid, McDonald’s very well may be the best burger in the world. Commercials tell us all the time that one product is superior to the other, but are they really? Does it matter? Not really. If the message convinces us then to us it is the best.