Business Education

From Ketchup to Mercury: Medicinal Myths and Lessons for Small Business Evolution

Throughout history, the pursuit of innovation has led humans down some surprising paths—sometimes with remarkable results, and other times with lessons learned the hard way. Two fascinating examples are ketchup and mercury, both of which were once hailed as medicinal marvels. Yep. That’s right. Ketchup and mercury were used as actual medicines.

While these substances might now seem worlds apart from the modern healthcare industry, they hold valuable lessons for small businesses striving to adapt, innovate, and abandon outdated practices.

Ketchup: A Tangy “Cure-All”

Today, ketchup is a staple condiment beloved for its role in enhancing burgers and fries, but in the 19th century, it was marketed as a medicine. In 1834, Dr. John Cook Bennett claimed that tomato ketchup could cure ailments like indigestion, diarrhea, and rheumatism. He touted tomatoes as “medicinal marvels,” and ketchup, in its concentrated form, was even sold as a pill.

This belief wasn’t entirely baseless. Tomatoes contain vitamins A and C, as well as antioxidants like lycopene, which we now know contribute to overall health. However, ketchup as a pharmaceutical solution lacked scientific backing and precise dosage. By the mid-19th century, it became clear that the condiment’s medicinal claims were overstated and unsupported. Eventually, ketchup returned to its culinary roots, where it remains firmly planted today.

Mercury: From Medicine to Misstep

Mercury’s history as a “cure-all” spans centuries. In ancient China and India, mercury was used in elixirs believed to grant longevity or vitality. During the Renaissance, it became a common treatment for syphilis, and its use persisted into the 19th century. Even Abraham Lincoln took it to cure his melancholy or depression. At the time, mercury’s toxicity was either unknown or ignored, and its immediate effects (like peeling skin) were often mistaken for signs that the treatment was working.

Eventually, the severe consequences of mercury poisoning—neurological damage, organ failure, and death—led to its rejection as a medicinal substance. Today, mercury is recognized as a dangerous toxin, not a cure. Its fall from favor highlights the dangers of relying on practices without rigorous testing and understanding.

Parallels for Small Businesses

The stories of ketchup and mercury serve as potent reminders for small businesses about the importance of self-assessment, adaptation, and embracing evidence-based improvements. Here’s how businesses can apply these historical lessons:

1. Scrutinize Longstanding Practices

Much like the initial faith in ketchup and mercury as medicinal agents, small businesses often cling to familiar practices without questioning their effectiveness. Whether it’s outdated marketing strategies, rigid work processes, or ineffective customer service approaches, relying on “the way things have always been done” can stifle growth and innovation.

So, regularly review your business practices and ask whether they still align with current trends and customer needs. Seek feedback from employees and customers to identify areas for improvement.

2. Embrace Evidence-Based Decisions

Ketchup and mercury gained traction based on anecdotal evidence and marketing rather than rigorous scientific scrutiny. Similarly, businesses can fall into the trap of following trends or hearsay without verifying their effectiveness. For example, investing heavily in a new tool or strategy because “everyone else is doing it” can backfire without proper research.

Don’t just follow the pack. Instead, use data and metrics to guide decision-making. Test new strategies on a small scale before committing significant resources, and analyze results to determine if they are worth scaling.

3. Stay Alert to Changing Contexts

Just as advancements in science and medicine eventually debunked the medicinal claims of ketchup and mercury, shifts in technology, customer behavior, and market conditions can render certain business practices obsolete. For instance, once-effective traditional advertising methods may no longer reach customers who now spend most of their time online.

This makes it clear that you should always stay informed about industry trends and be willing to pivot when necessary. Continuous learning and adaptability are key to staying relevant.

4. Balance Risk and Reward

Using mercury as medicine involved a significant risk—one that outweighed any perceived benefits. Businesses, too, must weigh risks against potential rewards when adopting new practices or abandoning old ones. While innovation is vital, reckless experimentation can harm a business’s reputation or finances.

The lesson here is to approach innovation with caution. Conduct risk assessments and involve stakeholders in decision-making to ensure changes are strategic rather than impulsive.

5. Communicate Change Effectively

When ketchup returned to its role as a condiment, it took time for public perception to shift. Similarly, businesses that implement change must clearly communicate why the change is happening and how it benefits stakeholders. Transparency helps build trust and eases transitions.

Whether introducing new products, updating policies, or shifting your brand’s focus, communicate openly with employees, customers, and partners. Share the reasoning behind the changes and provide support for those affected.

A Forward-Thinking Future

The evolution of ketchup and mercury from “cure-all” to cautionary tales reminds us that innovation is a double-edged sword. It can drive progress, but only when guided by evidence and a willingness to let go of outdated ideas. Small businesses can draw from these lessons to foster a culture of continuous improvement, ensuring they stay competitive in an ever-changing marketplace.

By scrutinizing practices, embracing evidence-based decisions, adapting to new contexts, balancing risks, and communicating change effectively, businesses can avoid the pitfalls of clinging to ineffective strategies. Just as ketchup found its rightful place in the culinary world and mercury was abandoned for safer treatments, businesses that are willing to evolve will find success in their own arenas.

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How Sun Country Landscape Turned Red Ink Into a $7–8M Business

October 18, 2026 No Comments

A 30-Year-Old Business Facing New Pressure Founded in 1991, Sun Country Landscape had spent three decades building a loyal commercial client base across Arizona. But after a change in ownership, the new owner faced a familiar small-business trap: strong reputation, thin margins. Rising labor costs, inconsistent client retention, and underperforming account managers were quietly eating into what should have been a profitable operation — and the numbers showed it. Overhead was outpacing revenue, and the company was operating at negative profitability despite steady top-line sales. Referral Leads to a Turnaround Plan In early 2021, the owner was referred to Waters Business Consulting Group by another commercial landscape client who had been through a similar transformation. The mandate was ambitious: turn Sun Country into a scalable, financially stable, and genuinely profitable company — not just a busy one. Getting there meant confronting some uncomfortable truths. Average monthly maintenance accounts were priced well under $1,000 per property, nowhere near enough to sustain healthy margins. Client and employee turnover were both high, and there was little accountability tying account managers to actual performance. Several key roles were underperforming, and nobody was tracking labor hours against budget closely enough to catch the leaks before they became a crisis. Rebuilding the Business From the Numbers Up WBCG started with the financial model — not marketing, not sales, the numbers. Together they built a pricing strategy that mapped a clear path to profitability, then layered in weekly labor-hour tracking against budgeted hours so cost overruns could be caught in real time instead of at year-end. Accountability systems tied compensation and expectations directly to labor efficiency, account retention, and enhancement sales, giving managers a reason to perform and a way to measure it. Where personnel weren’t delivering, WBCG helped the owner make the hard calls: replacing underperforming account managers with people who could execute. On the client side, the focus shifted to strengthening communication and property manager relationships to reduce the churn that had been quietly draining recurring revenue. And behind the scenes, the team worked to strengthen banking relationships, giving the business more financial flexibility and access to capital as it grew. From Negative Margins to a Multi-Million-Dollar Valuation The turnaround shows up clearly in the numbers. Revenue climbed from approximately $3.48 million in 2021 to $4.15 million in 2022, $5.06 million in 2023, and $6.44 million in 2024 — reaching $6.73 million in 2025, with $7.6 million projected for 2026. Gross profit margins improved from below 30% to a consistent 37–38%, and net operating income moved from below negative -2% to 12% or better. Just as significant: Sun Country eliminated its outstanding credit line balances and now maintains access to more than $200,000 in available credit. The company’s estimated valuation grew from under $1 million to somewhere in the $6–7 million range, with continued growth expected. And for the owner personally, the operational discipline translated into something harder to put a number on — reduced stress, more time flexibility, and real financial freedom and more fun! Is Your Growth Outpacing Your Profitability? Plenty of businesses generate strong revenue while quietly losing money on overhead, labor, and account churn. If that sounds familiar, a structured financial and operational reset — not just more sales — may be exactly what your business needs. Contact Waters Business Consulting Group to schedule a free consultation.

Key Ways To Make Your Business More Transparent

April 17, 2018 No Comments

Customers want to feel like your business is an open book — but building that kind of trust doesn’t happen by accident. Transparency starts inside your organization, long before it ever reaches a customer’s eyes. Here’s a look at what it actually takes to create a culture of honesty your customers can feel.

Tired of New Employees Abruptly Quitting? Here’s a Novel Solution for Recouping Your Training Costs

November 4, 2022 No Comments

Training a new hire only to watch them walk out the door weeks later is one of the most frustrating—and expensive—problems a business owner can face. Some companies are fighting back with a controversial new tool that recovers those losses. Here’s how Training Repayment Agreement Provisions work, and what you need to know before trying one.