Is Keeping Your Promise Obsolete?
David and I were working to strengthen his company’s unique offering, the distinctive value proposition his company “owns” in the marketplace, when I asked: “When you propose a solution, you are making a promise to your customer. Do you understand the emotional bond created when you call it a promise?” “A promise?” he replied. “That’s a really jaded word these days. It sounds outdated or obsolete. Does anyone actually believe in promises much less use the word? “Promise” …
