SensoGram 27: The Package and The Cereal "Your product is what matters.  Everything else is secondary to that.  If the thing that you are offering to the world is worthwhile, the world is ready to take it, and to reward you liberally.  Packaged cereals are among the commonest objects in the stores today, and they illustrate very nicely the law we are considering.  A successful brand always has two characteristics - the cereal itself is excellent; and it is put up in a suitable and attractive carton.  Note these two points and note that the first one is by far the more vital; although the second must by no means be neglected. The cereal is good.  It is what it claims to be.  It is not a pretense.  Secondly, the carton is suitable and attractive.  If the carton had a soiled or ugly appearance the result would be a failure no matter how good the cereal. In practice, however, people rarely do put a very good cereal into a poor package.  By far the commonest error is the opposite.  Too many people seem to think they can palm off a poor cereal if they will only make the package sufficiently attractive; and with this end in view, they devote all their energy to decorating the package, to the neglect of the cereal inside. Such people think that smart salesmanship is more important than good merchandise.  They think that bluffing and pretending can take the place of sound quality. Of course, this is a pathetic fallacy.  Focus your attention on the cereal.  Make the package attractive by all means, but remember it is the cereal within the package that counts.  Your success will stand or fall by the cereal." Emmet Fox [1](1946) Here we see the SensoMetrics philosophy, expressed eloquently over 60 years ago. This of course is the truth eternal:  style will always be secondary to substance. [1]  Emmet Fox, American scientist and philosopher, was influential in the 1930s and 40s.