Consider this.

You are seeking a ride home and you come upon a bus.

The bus looks amazing...modern styling, brilliant paint job, beautiful colours, clean, chrome gleaming, even the tires are showroom-buffed.

You are attracted to this fine-looking bus.

You walk up to this bus and the door automatically opens, beckoning you to climb aboard. And that's what you do. As you climb the steps the first thing you notice is the brightness and then you notice the fresh flowery smell.

You see, the driver is rather occupied...looking down, reading something.

You pay your fare.

You turn to your left.

You see some open seats but that's not what captures your attention. Your attention is fixed on the passengers. Every one of them is an unseemly hobo. And you quickly learn the hobos' language is even rougher than their appearance.

That's when a clear understanding hits you...It really is important to have the right people on the bus!

[You know external messages, like branding, are important. However, their importance shrinks away when you do not have the right people on the bus.]

You make a choice.

You turn around and you exit the bus.

Then you seek a better vehicle to take you where you want to go.