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What’s the boldest promise you can make?

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 also easy to keep little promises when they are not bold at all.

It’s the combination that is hard: Make a bold promise and confidently keep it.

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.

People who care for the cause, on the other hand, struggle at the other extreme. Too often, they shy away from making bold promises because they want to be 100% certain to be able to keep them. Which leads them to only ever make the littlest of promises.

But too often that’s 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 work hard to keep it.

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.

Don’t leave them to the bullshitter. In the customer’s best interest you need to be able to compete with the bullshitter. You know their game. Change it! Not by making smaller promises but by making bigger efforts to keep bold promises.

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