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.