The Biggest Mistake Ever Made In The Water Business

All businesses strive to achieve brand recognition. Mention the word Coke™, Ford™ or Nike™ and the listener immediately recognizes the quality and nature of the brand. How peculiar is it that the water treatment industry has no such brand power? I was working for Culligan International when US Filter/Dick Heckman purchased it. At the time I remembered thinking to myself, “finally, someone get’s it”. To this very day I shake my head…