The saying used to be, “under promise and over deliver.” This may have been true in the past, but to win customers daily, brands need to:
Make good on their promises and over deliver.
You can’t under value (or under promise) anything. The competition for your consumers attention and dollars is too good. The goal should be to make products and services that are great and over deliver on service, engagement, and performance. If your online and offline marketing is in sync, this is way easier. Invest the time and resources to make this happen. The returns will be worth it.
If you can’t over deliver, then don’t deliver at all.
I am all for being first to market and positioned first in consumers’ minds, but don’t do this at the expense of launching something average.
Patience is underrated.
I am not saying you should wait until everything is perfect. That day will never come. Launch as soon as you can do what you say you’re going to do. As you push “go”, find areas you can add WOW! Sometimes these are big things, like Virgin America, and sometimes they are small, like Jimmy John’s ten minutes or less delivery. Examples like these remind us that every interaction our customers have with us is an opportunity to over deliver.