My college prof posed this question. Would you rather be the best in your area at your business but be perceived below average or be below average but be perceived to be the best? The obvious answer was that perception was more important than reality (profit wise). TGCL comes to mind 25 years later. Joe Lawnowner only knows two things..."Is my lawn dark green" and do I have any weeds. TGCL gets a quick green up with the high nitrogen they spray and liquids do a good job with weed control. There problems are well chronicled on this site and I agree but the public's perception is uneducated. You can try to educate them with newsletters but I sometimes wonder what percentage of our clients read our words of wisdom when it comes with a bill. Any comments?