Make fewer promises... and then keep them

The simple point of this excellent commentary by Aaron Levie, CEO at Box, Inc. is that making promises is much easier than keeping them. A less politic way of putting it would be that expectations are like babies; easier to create than to maintain over the long term, but so very rewarding if done right. OK, that was clunky, but you get my point.

I think this idea of making few (maybe even just one) explicit promise to your customers, and then exceeding it, is a great model for success. Why doesn't In-N-Out sell hot dogs? Because they are laser-focused on nailing their existing limited menu, and providing unparalleled customer service.