The “let it be known” effect

Something all businesses should be aware of: most people expect you to conform to a certain standard in the way you operate.

Customers at restaurants or retail stores, for example, generally expect you to be clean and kind and quick with your service.

Having said that, if you put those standards into writing, say via customer-facing marketing copy, you’re going to have to work extra hard to deliver on your promises. Because instead of relying on a baseline of expectation, what you're now doing is effectively making it known to the world.

That means that if it reads that you value customer service or innovation or my opinion, you need to work overtime to make that highly apparent. Because otherwise your just fibbing, which not undermines your credibility, but also any points you may have had for having written it down in the first place.

If you say it, do it. Don't make promises you can't keep.