Bar Rescue is an interesting reality show where industry expert John Taffer helps struggling bars reinvent themselves.

While his ideas are always based on his extensive bar and restaurant acumen, owners and managers don’t always embrace them. When they don’t–surprise!–those who asked for help still flop.

On one episode a particularly arrogant chef was called on preparing food that tasted bad. He was told that any good chef tastes the food to make sure it tastes good.

His response was nonsensical: “Why do I need to taste the food when I know it looks good!”

Too bad Homer Simpson didn’t magically appear to say, “DUH!”

While you may find that comment laughable, it is a sign of the times: many think if they product or service looks good it is good. And like a restaurant, this is delusional thinking.

We need to understand the products, services and experiences we create for others thoroughly and completely, and that can only be done by using what we provide. Regular real-word engagement and use of your products and services–and testing your support systems like your online ordering process or phone systems–are the only way you can be sure that your deliverables are as good as they appear to you.