How can you make your products irresistible? Make outrageous claims--and then deliver on them. This branding expert tells you why you should and how.
The old cliché in business is that you should under-promise and over-deliver. But in a crowded marketplace, under-promising is a one-way ticket to oblivion. Because consumers and businesses are moving and shopping at warp speed these days, they won't slow down long enough to fully understand your under-promise. To grab their attention, you must over-promise.
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