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. I’d picked Kibble as a working name because I thought it would remind us to focus on the product. Ultimately, we had to build something people would love. We were going up against some big guns, and
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