Word of mouth is generated by surprise and delight (or anger). This is a function of the difference between what you promise and what you deliver (see clever MBA chart to the right—>).
The thing is, if you promise very little, you don’t get a chance to deliver because I’ll ignore you. And if you promise too much, you don’t get a chance to deliver, because I won’t believe you…
Hence the paradox. The more you promise, the less likely you are to achieve delight and the less likely you are to earn the trust to get the gig in the first place … [read]
Advertisement
