Why You Need Anti-Brand Promises

Recently I posted a video on how to create your brand promises… but this one is about what you should NOT promise.

Trying to be all things to all people is a path to mediocre service, unimpressed clients and Low Margin-ville (notably different from Margaritaville).

Over-delivering leads to under-performing.

That is why the most successful companies make trade-offs – or Anti-Brand Promises.

Are there areas of your business you can STOP trying to focus on, and redirect those efforts into the top 2-3 things that actually matter most to your clients?

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