Having credentials is no excuse for not knowing your audience. For example, when speaking to a group of fine wine specialists, common sense dictates  you might avoid offhandedly mentioning that MD 20/20 is the only brand in your frig, unless, of course, you are trying to be funny.

       No one thought it was funny when the two young, high-powered McKinsey experts speaking to a consortium of luxury agency owners and suppliers in Buenos Aires recently revealed they'd never used a travel advisor, even though they were staying at a luxury hotel and were supposedly "experts" on luxury travel. Their comment "we just book everything on line" to this group was a red cape to a bull, about like preferring MD 20/20 when a Lafite Rothschild was available for the same or better price.    

       Considering many walked out of the presentation, the two speakers not only misunderstood the bespoke market segment, they offended the audience, which included industry leaders and insiders from organizations such as Starwood, Regent Cruises, and Four Seasons.