Friday, April 15, 2011

Under promise and over deliver

Tom Peters is a smart guy. He is the author of many books but none more famous than "In Search of Excellence". Tom is credited with saying "Formula for success: under promise and over deliver".

I am sure most of you will read this and say that is an obvious statement. But why is that everyday, companies seem to go out of their way to do the exact opposite.

Airlines, Banks, Retailers, FMCG companies.....I could list them all. Whether it is advertising or customer service it doesn't really matter the fact that many customers end up disappointed seems to suggest:
a) Abraham Lincoln was wrong. We the people are foolish!
b) Tragically this has become the norm and the mass market just accepts it.

It is interesting though to think about companies that do exactly what Tom Peters suggests and end up creating the WOW factor.

APPLE is the obvious company that springs to mind. How many times have you heard someone say "It just works". Talk about under promising, although many will argue it provides an accurate insight into the delivery and use of technology forced upon the average user.

Imagine if people spoke about airlines in the the same way i.e. "It just flew"

Which brings me to why I wrote the blog. Take a guess. I was either:
a) bored and had nothing better to write
b) recently traveled on an airline that has a lounge where people crowd over each other to eat off a tea saucer, painful queues to get on the plane, long wait before we took off, average service and the obvious.. we were late on arrival!

At least I can say, "It just flew"!

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