What's the boldest promise you can make towards your customers? I'm speaking of bold promises that you actually intend to keep. I mean, it's easy to make bold promises when you don't intend to keep them, right? It's just as easy to keep little promises when they are not bold at all. It's the combination that is hard. Making a bold promise that you're actually confident to keep. Bullshitters don't care about keeping promises. That's why they are so good at making bold promises. Their sole concern is to get the deal and they will promise you anything that will make you more likely to sign it. What happens after you've signed it, is a whole different story. On the other hand, people who care for their cause, struggle at the other extreme. Too often, they shy away from making any bold promise because they want to be 100% certain to be able to keep them. Which leads them to only ever make the smallest of promises. But too often, that's just a way of hiding, hiding from the work that would be required to keep a bolder promise. The sweet spot is to make a bold promise, possibly even one that scares you, and then work hard as hard as is necessary to keep it. To push your boundaries. The key difference is this: for the bullshitter, the deal is the end of the story. For people who care, it's the beginning. The customer will only know after the deal. So, don't leave them to the bullshitter. Not by making even bolder yet unrealistic promises. Change their game by making bigger efforts to keep your bold promises. Keep lighting the path!