The Wall Street Journal and BusinessWeek
bestseller?fully revised and updated
The old clich? is that smart companies underpromise and
overdeliver. But in today?s crowded market, underpromising is a
ticket to oblivion.
Companies like American Girl, Best Buy, and Apple came out of
nowhere to dominate their markets. How did they scoop their bigger
and wealthier competition? It wasn?t through a fat marketing
budget. It was because they made, and kept, dangerously ambitious
promises. In fact, they overpromised to lure customers in?and then
overdelivered to keep them.
Rick Barrera shows how to make sure that every point of contact
between your company and its customers is well executed and
fulfills an over-the-top brand promise, to drive word of mouth and