Perhaps it is the way you "suggest" the idea. I have found that no matter how much education or experience you may have in that field, the boss is always right and your not. I have been in my line of work a year longer than my boss has been on this earth. But you must relize that they are the boss/owner..
So again how are you suggesting the idea. Is it as though you know it all, or in the manner of what the heck are you doing, believe me it can get you in trouble. Changing your approach may help.