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How many people do you think were involved in the glaring error in this photograph? Store GM, installers, the person who took the order for the sign, the person creating the sign, a product manager or account manager of some sort, even the person hanging it up in the store.
Every single one of them had an opportunity to raise their hand and be the one to say that “incontinents" is not the correct word for this aisle. (In fact, according to several dictionary sources, incontinents is not a word.) Instead, people all along the value chain for this one thing turned a blind (and possibly at times, ignorant) eye to what they were producing, focused more on delivering to spec versus delivering to need.
Regardless if you’re producing signs for a large grocery chain (in this case, Roundy’s Markets under the brand “Pick N Save”), high tech electronics, or collateral for an educational campaign focused on SQL, it is imperative that you take responsibility for understanding the need you’re trying to meet and speak up when you see feature creep or glaring errors making their way into your end product.
P.S. - Oh, and in case you are wondering - the correct word? Incontinence.