"The most common trouble with advertising is that it tries too hard to impress people."
- James Randolph Adams
Under promise and over deliver. Interesting concept, huh? I always wondered why I struggled with this so much. I know many others do as well. Most people over assess their capability and under perform when called upon.
What if we change it to "promise and impress"? Take away the ability for someone to "under promise" which, to me, seems very easily achieved by lying or understating the truth. Change over deliver to "impress" as it seems impossible to "over" deliver as you either meet needs or do not.
I like the idea of confidently knowing what I am capable of (which is the most difficult aspect of this new theory) and then delivering with such high consistency people are impressed at your effectiveness. I would rather you think highly of me and let me prove it, than to have low expectations I am always seeking to overcome. Does that make any sense??
2 DEGREE SUCCESS STEP: Consider the people you trust most. Is it because you have such low expectations of them to do anything meaningful in your life that you are overwhelmed every time they "show up" for you? HELL NO!
The people you love and cherish are the ones that impress you with their capabilities. You are drawn to their personality, drive, creativity, passion, intelligence and much more. You know they will disappoint, but it is their impressive nature that keeps you connected.
What if your client were as drawn to your impressive nature as much as to the fact that you always send a report back within 24 hours? What if they were more impressed by your inference into the report and the ability to identify areas of improvement within that report that is consistently sent with 24 hours? Now we are talking...
Just delivering is like taking care of your children or going to work. You are not awarded for doing the things you are supposed to. It is when you do something - consistently - that impresses and captures others.
Stop trying to over deliver and start trying to IMPRESS! Do it consistently and you will find much comes to those who impress...
Cheers,
Zach
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