Sorry for offering the punchline in the title… but Yoda would be so proud (of Seth Godin)
Extract from Seth Godin’s blogpost: Won’t get fooled again
If you catch yourself making a promise that’s been made before, stop. Don’t spend a lot of time and effort building credibility with this sort of promising, because it doesn’t pay off.
Make different promises, or even better, do, don’t say.