Insulting your customers? Probably not a good idea.

Posting on social media that many of your customers are "extremely gullible" and "[f***ing] idiots?"

Yeah, that's probably a lot worse--especially when the post goes viral.

That's the state of affairs right now for SCOTTeVEST, an Idaho company that makes clothes packed with pockets for electronic equipment, after a Facebook post by its co-founder and ostensible CEO, Scott Jordan.

Jordan wrote that when fans recognize him, he asks if they saw his company's commercials on Fox News. If they answer yes:

I laugh to myself, and tell them that we primarily advertise on Fox because we find their viewership to be extremely gullible and much easier to sell than other networks.

The look on their face at that time is priceless. I am not kidding you.

I get to tell them they are [f***ing] idiots while getting rich off them.

The writer behind Shark Tank Blog took a screenshot of Jordan's Facebook post (since deleted), and shared it on Twitter and on his site. (Jordan was on Shark Tank in 2012).

From there it was picked up on conservative political sites.

People were unamused. ("I'll buy clothes from the Salvation Army before I'll ever buy anything made by his company," wrote one commenter on The Blaze.)

Boycotts were discussed. ("Just say NO to this idiot's products," wrote a commenter on The Washington Times.)

And SCOTTeVEST, meaning the company itself, distanced itself from Jordan quickly--saying he had stepped down from his role in July, although acknowledging that Jordan still retains the titles "CEO" and "co-founder."

Jordan and his wife, Laura Jordan, co-founded the company in 2000. It's not clear if she is still involved.

"He is not involved in our daily operations. He is CEO in name only," the spokesperson said. SCOTTeVEST also posted a short statement on its website.

Meantime, Jordan has taken down his post, deleted his Facebook account, and has apologized on Linkedin, and in a post on Medium.

"I am profoundly sorry for my horrible and offensive remarks," he wrote. But the damage seems done.

Here's the original post that prompted everything. Consider it a textbook example of what not to do, if you want to continue to succeed in business.

Published on: Jan 23, 2018
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