What we say and how we say it

It’s not what we say, but the energy and conviction with which we say it, that makes the difference:

• The nervous sales representative doesn’t make the sale. If he doesn’t truly believe what he’s saying, why should we?
• The broken web page citing product reliability gets no opt-ins. If the owners don’t live out their priorities, why should we think they’ll be any different with us?
• The teammate that promises camaraderie but ‘disappears’ when everyone needs to pull together, isn’t someone worth keeping around.

A brand (just like a person) is only as strong as the promises it keeps, not the promises it makes.