“There is literally no limit to the promises we can make. The only limit is to the number we are able to fulfill.”* Richard Murphy

So, if you have some energy, capability or capacity going to waste in your enterprise, get making some new promises.

Otherwise, concentrate on fulfilling the promises you’ve already made, and get building your energy, capacity and capabilities.

And if you can’t do that quickly enough, put your prices up temporarily to slow down demand while you build.

 

*The quote is about money of course, which is simply a promise to pay.  A country like the UK, that issues its own currency, can make as many of these promises as it likes, as long as they can be delivered.  It’s what Maynard Keynes meant when he said  “What we can do, we can pay for.”