CHAPTER 5
If You Can’t Do It, Please Say So
The price of greatness is responsibility.
—WINSTON CHURCHILL
Many organizations, when they can’t do it, don’t say so. Instead, they “overpromise,” convinced that this is a better alternative than risking the loss of a customer, an employee, a deal, a flattering article, or a favorable analyst rating. Although overpromising may buy some time, it almost always comes back to haunt organizations. Failing to deliver on raised expectations is the kiss of death, at least in the long term. It’s much better to disappoint people right away with honesty than later when they discover you misled them.
Perhaps a better way of putting it is: You’re better off pleasantly surprising people with good news later on ...
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