Big E – ‘E’quality

BY ELAINE LESSIG

On a recent trip to a large beauty supply store, I noticed that in addition to the usual variety of well-known and advertised brand name products on the shelves, an array of their own store products had now appeared in force. Whether it was shampoo, hair spray, skin cleansers, or body creams, there was one of the store brand placed next to the more recognizable labeled product. On each one was the claim “equal to” Paul Mitchell’s Tight Curls, “equal to” Noxema Pure Pore, or “equal to” Crest Bright White. The store brands all had attractive pricing which would entice you to consider giving the product a try. Why not? It really might be equally as good.

On this quiet Sunday morning, the store had just opened and was not busy. I decided to go over to the cosmetic section to see if the store had added their branded products there, too. They did, indeed. Lipsticks, eye shadows, blushers, powders, foundations in every imaginable shade and size lined the display counters. Every single one claimed to be “equal to” the well-known item. Really? At that point, I left the store with the few products that I had selected and purchased. All were brands which I knew and liked.

Throughout the day, I was bothered by the thought of “equal to”. Should we accept “equal to” or should we prefer “quality” over “equality”? Well, I thought, I should be looking for quality, not the as promoted, “equal to”. The word that came to mind, after much reflection, is “better”. We should be seeking the better of two choices and the best if there are more than two options. Was all this cerebral effort generated simply because I went shopping? Yes, but why?

The “why” is the motivational baggage we carry with us at every level of our lives in dogs. Equality is not what we seek. We move toward the “better/best” line whenever we can and should. How nonsensical it would be to keep a puppy from a litter if it isn’t the better/best of the choices available or if none of them are the quality expected? One of the concepts my mentor drilled into my brain constantly, all those years ago, was sometimes pick of the litter is no pick at all. Sell all the puppies, take the money, and buy the best puppy you can find was her advice. She knew the importance of being better/best. Her dogs were not going to be “equal to” those of her fellow breeders. She continually strived to keep it that way!

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Posted by Alex on Apr 24 2019. Filed under Current Articles, Featured. You can follow any responses to this entry through the RSS 2.0. Both comments and pings are currently closed.