The rule is: the word it's {with apostrophe} stands for it is or it has. If the word does not stand for it is or it has then what you require is its. This is extremely easy to grasp. Getting your itses mixed up is the greatest solecism in the world of punctuation. No matter that you have a PhD and have read all of Henry James twice. If you still persist in writing, Good food at it's best, you deserve to be struck by lightning, hacked up on the spot and buried in an unmarked grave.
The essential rule to remember about the word "it's" is that the apostrophe indicates a contraction for either "it is" or "it has." When the term does not convey these meanings, the correct form to use is "its," which signifies possession. This distinction is straightforward, yet many people still confuse the two, leading to significant errors in punctuation.
Lynne Truss, in her book "Eats, Shoots & Leaves," emphasizes the severity of these mistakes, suggesting that even those with advanced education can fall victim to this common error. Misusing "it's" instead of "its" is presented as a serious grammatical lapse, deserving of severe consequences in a humorous and exaggerated tone. The statement serves to underscore the importance of mastering proper punctuation for clear communication.
