We do live in a marketplace or operate in a marketplace where generally what you see in people advertising is much more lofty and over-promised than what you actually receive. It’s really remarkable how whether it’s an airline or a hotel or some restaurants, or maybe it’s a shoe store, maybe it’s a luxury good brand, they show you these pictures and they suggest that’s what you are going to get. And then when you actually get it, you’re disappointed. And so overdelivery simply means underpromise. And then in terms of the value-deliver and the product you deliver and the user experience that your customers receive, be a merchant of wow, give them so much value, make doing business with you a mesmerizing, delightful experience. Your responsibility, I lovingly and respectfully suggest to you, is to be a merchant of wow. To be so great at what you do you leave your customers breathless in doing business with you.
