Joanne and I were working through the process of defining her company's unique offering...the distinctive proposition that her company owns in the marketplace and leverages to produce strategic value for her customers.  

As our discussion continued, I asked her: "Do you realize that proposing a solution to your customer expresses your promise to deliver the value generated by your unique offering?"

"A promise?" she replied.  "That's a word that has become jaded.  It's old fashioned and obsolete.  Does anyone actually believe in "promises" these days?  Shouldn't we use a word like "assurance or obligation?"

"Promise" is indeed a common, timeworn word.  It is simple and everyone understands its meaning.  It communicates an emotional, personal commitment.  

Making a promise expresses the most intimate responsibility, which is precisely why people now hesitate to use the word "promise."  It seems unusual to us when promises are actually kept.

But in our high tech world, don't we need more high touch?  Isn't it more important than ever to stand with your customers...to do what computers cannot do...to make and keep your promises?  

Be uncommon...be preferred by your customers.  They will respect your simple, direct promise to deliver what you pledged to deliver.  Keeping your promises earns you a trusted, preferred position with those customers that endures in time.