Accepting small promises

Marketing is about making promises and then

keeping them. The marketer comes to us and makes a promise. If we accept the promise, a sale is made.

If we seduce ourselves into accepting small promises, we let

everyone down.

The small promises of a feature added or a price reduced cheapen us and the marketer who would have us flock to him. 

The big promises of transparency and care, of design and passion, of commitment and stewardship--we ought to be demanding more of this. 

We get what we settle for.