no promises

I have this belief. It's not unique and sadly it's become a bit of a catchphrase for me. It's about 'doing things, not saying things'.

Saying is easy. I'm saying things right now. It's never been easier to just say stuff. But saying things is hot air - a filler until we actually see them through.

Seth Godin writes that marketing is about promises: Making promises and keeping them. Fine. And true in many ways, but a promise is just an attention-seeking tease. I believe the best brand promises are not words, but standards set by doing things. By consistently doing great things, you are making a promise.

What would you rather receive; something great, or a promise of something great.. a few weeks of waiting and then that something great? The latter will play on your mind and perhaps be much more tantalising (more in it for marketers) but there is huge risk of disappointment and rare surprise. I say promise through doing. It's happening already. It should happen more.