Kibble had been my idea. It came from an old advertising and marketing adage: it doesn’t make a difference how good the ads are if the dogs don’t eat the dog food. The idea was that no matter how much sizzle you’d given the steak – no matter how well you’d sold it – nothing mattered if the product was lackluster. It doesn’t matter how brilliant your ad campaign for Alpo is if your dog won’t eat it.
