Of course, writing the press release, or providing the picture that shows you the result of following the recipe, is only one part of what it takes to build a promise-centered organization. You have to work backward from the promise to the customer to the promises that each part of the organization needs to make to each other in order to fulfill it. The small teams are also a part of this approach. As is the design of a single, clearly-defined “fitness function” for each team (the one thing it promises to deliver, that can be measured and continuously improved).
