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Running Your Business: Overpromise, Underdeliver By Aaron Allen
Companies routinely undermine their credibility by overpromising what they can actually deliver.
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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