The paradox of promises in the age of word of mouth

Word of mouth is generated by surprise and delight (or anger). This is a function of the difference between what you promise and what you deliver (see clever MBA chart to the right--->).

The thing is, if you promise very little, you don't get a chance to deliver because I'll ignore you. And if you promise too much, you don't get a chance to deliver, because I won't believe you...

Hence the paradox. The more you promise, the less likely you are to achieve delight and the less likely you are...