The its conundrum

Here it is--my pet peeve.  Native speakers of English apparently have no idea what the word "it's" is used for.  It is NOT possessive.  Let me say that again.  NOT POSSESSIVE.  The word means it is and very occasionally it has.  It NEVER is used as an adjective.  

So using it's in a sentence is VERY VERY simple.  The dog lost its way.  Why no apostrophe? Because it is makes no sense here--the dog lost it is way.  The simplest test in the world. Substitute "it is" for "it's" anytime you think that might be what you mean.  It's simple.  See the test works--it is simple.

And why should you care?  I "knew" what you meant.  Let's suppose I didn't.  Let's suppose it means that I don't do business with you or it costs you money because your sentences are unclear.  Let's suppose your boss knows the difference and cares about it.  Let's suppose it makes you look ignorant when you use it incorrectly on your resume.

Most of all, let's assume in a world like ours that communication matters.  Maybe we ought to be precise enough to mean what we say.  It just might be the difference between being understood or being misunderstood.  And if I communicate clearly about what I want or expect, maybe I have a greater chance of getting what I want.  Maybe.

Ok. Class dismissed.  There may be a quiz later.