Anytime you don’t keep your word you’re not just letting down one person or one business—you’re losing the opportunity to work with every single contact of that person or business, because you can be sure that they won’t ever send business your way. Or worse, they’ll tell everyone they know that you don’t keep your word. A broken promise balloons outward, like our ever-expanding universe: you ruin not just your relationship with one potential client or contact but your chance to work with everyone else they know.
