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Should You Under-Promise And Over-Deliver?

Noah St. John's picture


We’ve all heard the business cliché that we should “under-promise and over-deliver”. Like most clichés, there is a grain of truth in this old saying…

The grain being that if you consistently delight your customers, they will tend to come back for more repeat business with you.

Yes, that part is true. However, the problem with the cliché to “under-promise and over-deliver” is that in actual practice, when you under-promise it means that you aren’t accurately stating what you’ll do for people (your customers)… which will make it much harder for you to attract new customers in the first place.

So here’s a crazy idea… What if you tried doing this:

Promise… and deliver.

That means, “Do what you say you’re going to do.”

Wow! What a concept, huh?

I’ve been telling my coaching clients for years that if you really want to freak people out, do what you say you’re going to do.

I’m serious. Think about it…

When was the last time someone promised to do something… and then actually DID it?

It’s sad, isn’t it, that we’ve gotten to the point where we’re shocked and surprised when someone – a person or a company – actually does what they say they’re going to do?

But that’s where we are.

“More and more, we’ve come to expect less and less of each other.” – Aaron Sorkin

My advice? Use this sad fact to your advantage.

What if YOU became the one person in a thousand who actually does what you say you’re going to do?

What do you think would happen to your image, your life, your business, and your reputation?

Noah’s Note: Freak people out. Do what you say you’re going to do… and watch what happens.


Noah St. John is the best-selling author of The Book of Afformations: Discovering The Missing Piece to Abundant Health, Wealth, Love, and Happiness (Hay House). Noah is famous for inventing Afformations® and creating customized strategies for fast-growing companies and leading organizations around the world.

His sought-after advice is known as the “secret sauce” for creating breakthrough performance.

Noah’s books have been translated into ten languages and he appears frequently in the news worldwide, including CNN, ABC, NBC, CBS, Fox, National Public Radio, PARADE, Woman’s Day, Forbes.com, Los Angeles Business Journal, Chicago Sun-Times, Washington Post, Bottom Line/Personal, Selling Power and The Huffington Post.


Mariel 's picture

Great concept that is so

Great concept that is so simple and easy-- something we all "know" but like you said, we fail to actually use it. It's something I try to do more. Make a promise and follow through even with things such as simple as making plans with a friend. Thank you for sharing. More people can definitely learn from this

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