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And this taught Ralcona some valuable lessons that have now put them at the forefront of the industry.
这给Ralcona上了重要的一课，也将他们置于该行业的前端。
Yes, it seems they have now established a good creative team who constantly come up with new ideas,
没错，似乎他们现在成立了一个创意团队，经常提出新的想法，
and the marketing division has rethought its mission and now focuses on getting copious feedback from supermarkets,
并且市场营销部重新思考了自己的任务，现在他们专注于从超市、
clubs and cafes to find out what consumers are looking for.
俱乐部和咖啡馆获取丰富的反馈，以便弄清消费者在寻找什么。
So other businesses, not just the drinks industry, have looked to Ralcona as a model and as a warning. What were your conclusions?
所以其他行业，不仅仅是饮品业，将Ralcona视为榜样和警告。你有何结论？
Their experiences prove what we already know - that successful companies must be prepared to go out on a limb,
他们的经历证明了一个已知结论—成功的公司必须有担风险的准备，
and finely targeted markets can be more profitable than making products with more general appeal.
并且准确定位的市场比生产吸引人的产品更加有利可图。
But what it uniquely demonstrates is that, in any business, you should never assume that you know what's going on
但是这个研究案例告诉我们，在任何行业里，你都不应该假设自己知道事情的进展
the consumers have a lot to tell us, but they won't if they're not asked, and your products can live or die by getting the right information.
消费者有很多可以告诉我们的，但是如果不向他们询问，他们是不会说的，获取正确的信息可以决定产品的生死。
