After reading about the absurd decision of UOHS regarding Klasa, I told myself that this could only be the decision of a person or people who have never hired or worked with a communications agency. And after all, there are many intelligent business people who have never done that. So it seemed reasonable to ask about the professional backgrounds of those at UOHS who worked on the case, and to enquire if they thought to hire external help from a consultant who does understand the business of marketing communications. If (as I suspected) they had not been able to use such expertise, then at least we could identify this as the problem, and propose a potential resolution; UOHS should seek wider business experience within their senior team, and sometimes also hire external specialists who can help them understand how a market, which they are investigating, works.