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Over deliver

title: Under-Promise, Over-Deliver description: [AFW M.1.23] Michael's Epiphany #23 published: true date: 2026-06-30T08:09:15.348Z tags: editor: markdown dateCreated: 2021-06-06T04:30:56.058Z

Watch AF MKOM #1713: Under-Promise / Over-Deliver + Nick's June Advisor Newsletter VIDEO

Watch UP/OD #1 (2023-03) YOUTUBE VIDEO

Watch UP/OD #2 (2023-03) VIDEO

Watch UP/OD #3 VIDEO

Watch AF MKOM 1611: Under-Promise, Over-Deliver VIDEO

"Formula for success: under-promise, and over-deliver." -Tom Peters

"Quality is important, to be sure. So is absolute response time. And price. But at the top of most lists, by far, is keeping your word." -Tom Peters

"Promise PM, deliver AM."

“There are no traffic jams on the extra mile.” ―Zig Ziglar

Read Under Promise, Over Deliver by Tom Peters ARTICLE


Accessibility, Consistency, Predictability & Reliability are part of Over-Delivering

"You'll achieve much more by being consistently reliable than by being occasionally extraordinary."

  • Reliability, rather than overly aggressive promises, is the most valuable strategic edge.

  • Customers unfailingly prefer less aggressive promises, but that are honored.

  • We all seek predictability. An element of being known for keeping your commitments is to be easily accessible and predictable.


Four Steps to Over-Delivering

  1. When making a commitment to your client, under-promise. For example, if it's Wednesday and they ask you to change the draft date on their mutual fund, you could promise you'll get it done tomorrow. Instead, promise you'll do it by Friday (because you're super-busy), but you actually get it done by Thursday.

Be like Scotty from Star Trek. Watch Scotty tells us how he keeps his reputation as a miracle worker YOUTUBE VIDEO

  1. Make a reminder for yourself immediately in your calendar for Thursday. Ideally, have the client see you do it. Same for setting the follow-up appoitment - make sure you enter the date into your calendar in front of them.

  2. Over-deliver. This is the "hard" part. Instead of changing their draft date on Friday, do it on Thursday.

  3. Confirm with the client that the task was done. If possible, send "proof", such as a screenshot of the account adjustment.


How to Apply UP/OD in Our Business

  • Send your monthly client newsletter consistently. The same frequency (monthly), same day (roughly), with the same general message every time - mine are Nick Murray and American Funds.

  • After setting appointments make sure to send a calendar invite. Also, always RSVP when calendar invites are sent to you - even if it is to say "no".

  • Have a consistent follow-up system that you've discussed with your client during the Onboarding process, and stick to it.

  • When promising to get back to your client when they have a question or something they want you to check on, do it ASAP.

  • Always return emails, phone calls, and text messages immediately, even if it is just to let them know that you got the message.

  • Keep them in the loop. With any lengthiy process, such as a IRA rollover, promising that you will be "on top" of it and stay in constant contact with your client during the process.

  • Always be on time for apppointments, phone calls and video calls. Never be late. If you state that you're going to call them - actually do it!

  • If you do run late for an appointment, let your client know but over-estimate how late you'll be. For example, if you GPS indicates that you'll arrive in 18 minutes, don't tell them 15 minutes, tell them 20.