Making promises is easy - maybe too easy - but keeping them is hard work.
We don't always know how involved, how much work it will include to keep promises to customers, supporters, and our audience.
Making a promise means offering a warranty - the added value of standing behind the product or service you offer.
And warranties are where we often lose most of the profits.
Returned food, dissatisfied supporters, bad reviews - these are all part of the punitive costs of offering a warranty.
Getting a bad reputation means losing trust - and trust is all we have going for us... not just for return customers (LTV or life-time value), but in gaining new customers (CAC or cost of acquiring).
Losing trust not only depresses the LTV of our current customers, it raises the CAC of finding new ones.
This is why keeping promises is so, so important.