(Almost Perfect) Sautéed Business
Menus sometimes get overzealous with their said ability to constantly deliver perfect. Menu copy, such as, “perfectly sautéed onions,” or “toast, grilled to perfection” is funny in a way. Does anyone really believe the onions are going to be perfectly sautéed, every time?
Though we all might strive to be perfect we are all fallible beings. Don’t over promise and under deliver.
The same is true with your value proposition. In communications with your customers, do you say, “we always deliver outstanding results” or “we will continuously deliver returns?” Be careful about words like always or continuously (unless you’re running a Ponze scheme, in which case you’re right about the always language).
If you use the “always language,” you’re making unbelievable claims. And unbelievable claims results in a weak and unsupported value proposition. If you have a weak value proposition, what makes you better than the next company?
Though all companies would like to deliver perfectly sautéed onions, every time, because we all are fallible and not gods, “always language” should be an aspiration, not a deliverable.