I just read that SIGG Switzerland USA is filing for bankrupcy. Chapter 11. This is always sad, no matter the circumstances. I think about the founder or founders who had the dream of making better and safer water bottles. And I think about the employees who worked in the trenches to build the business.

I know. Most of you believe that SIGG made the ultimate mistake in not devulging BPA in the water bottle liners. And it was a mistake, a huge one by its management. One they never recovered from in the United States.

And social media was the sword that caused the most damage. It started about three years ago when the then president of SIGG announced that indeed there was a trace of BPA in the liners. This, after the company denied there was BPA in the water bottles.

Several social media groups got a hold of this, but the most vocal and the largest was the moms with children. They felt betrayed because they had purchased SIGG and had their babies drink from the bottles with confidence. The mommy bloggers went to work publishing their distain. And after they were finished SIGG was on its way down. Customers left in droves.

The trust was gone. And it could not be regained, no matter what SIGG did.

There are still companies in the outdoor recreation business that underestimate the good will, trust and the power of consumers.

Do that at your peril.