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Running Your Business:
Overpromise, Underdeliver
By Aaron Allen

Companies routinely undermine their credibility by overpromising what they can actually deliver.
When will we ever get it? A brand equals a promise.

Every company knows the mantra. "Don't make promises you can't keep. Don't lie to your customers." It seems so simple and so clear. That's because you don't build a strong brand by failing to deliver.

Yet companies continue to violate this fundamental principle.

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