Silent Promises are Killers

If your business can’t make a promise, then you are doing it all wrong. I love traveling. Newness opens your eyes to the world right around you that you would otherwise pass blindly. While traveling in Charlotte, I saw two businesses stake their claim: Whole Foods – Values clearly posted on the wall opposite the garage entrance – virtually guaranteeing everyone would see them. Friendly Dentistry – Talk about putting your money where your mouth is! What do you think can expect from this practice? These public declarations say, “Here’s our promise to you. Please choose us.” Simple. Easy. Clear. The trick is to execute and build trust around these promises – or risk being vilified for missing the mark. It’s worth the risk. Because those who sit on the sidelines without a clear promise can never be great. Calamity, chaos and confusion will reign. Customers don’t know what to expect so will never be compelled to choose you. And, employees won’t know how to act. When the rules of the game are unclear, it is impossible to know how to win.

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Where this went next. In 2026 I rewrote this argument for ProvenChaos, with what another decade of operating and coaching added: The Promises You Never Said Out Loud Are Still Being Broken. This essay stays here, as written in August 2018.