The Wall Street Journal and BusinessWeek bestseller-fully revised and updatedThe old cliché 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 mark...
File Size: 546 KB
Print Length: 252 pages
Publisher: Portfolio; Revised edition (March 30, 2009)
Publication Date: April 30, 2009
Sold by: Amazon Digital Services LLC
Word Wise: Enabled
Lending: Not Enabled
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t. 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 rapid growth.