What should a businessman do if he decides, given contemplation, that his product or service is not actually objectively good?

More specifically, what should a businessman do if he's rises up in the business world on promoting a particular product or service, only to learn decades into the ventures that there are better alternatives? As a fictional example, let's take a mattress manufacturer CEO. He has spent decades of his life trying to make the most comfortable mattresses possible, but then read scientific studies that concludes that there is no healthier sleeping surface than the solid floor, and in using his honest judgment he agrees. Being so high up and so long involved in the mattress world, what are the moral range of options for him?