Three award-winning advertising executives prove that in business, Sacred Cows deserve to die.Don't get us wrong. While the authors have nothing against cows in general—they love steak—they do have a problem with Sacred Cows. Blindly doing things because...well...that's the way they've always been done. Formulas may be comforting, but they rarely work in the real world. For example:—Always Trust Your Research. BANG. Research should be used...