Why Do So Many MISS the Basics?

I was at a stop light this afternoon behind this small business owner.  It was a home service business with obviously some effort put into marketing by the indication of a tag line below their logo and name:

Clean, Polite, Professional.

Ok, sounds good, not Madison Ave., but clear about what their fundamentals are.  But in the context of the image below, it kind of defeats the purpose doesn’t it?  They’re almost better off without saying anything!  It is so basic as to be easily overlooked, but it is often those details that distinguish the good from everyone else. . .and good isn’t that hard to achieve.

note: picture quality doesn’t do it justice (camera phone).

Good Effort, Horrible Execution
Good Effort, Horrible Execution

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