Whatever you’re promising your prospects, it isn’t just about the technicals of what you do, it’s also about how you do it, and that how needs to be carried through into every experience your prospects and clients have with you.

If you say you’re accessible, make sure your contact details are easy to find.

If you say you’re about making things easy for me, don’t make me work hard.

If you say my call is important to you, make sure you have the resources to answer it.

Promising is easy. Keeping promises is much harder.

But that’s where true value lies.