like a sidney sheldon novel, is and they didn't. >> reporter: ford made the mistake so many other founderse. >> as a founder, you're completely in love with your idea. you think everything you do is the greatest. so there's so much that i know about our products and service that i want to basically just spill it out in one big voice and tell them every single thing that it's going to do. >> reporter: the problem is giving a lot of information is akin to giving no information. >> it basically dilutes the whole message and you're not winning the day. you're not getting your point avoss. >> reporter: jeff drucker is the owner of this subway. here's what he thought of those first posters and flyers. >> busy, a lot of information. i think the focus was more on how to do it than what the message was. >> reporter: that focus on how instead of what was ford's second mistake. his early flyers highlighted the idea that you can text your order in. ford thought that clearly explained the service. but it didn't. >> when you talk to people that are seeing it for the first time, they didn't know what tex