Overpromise and Overdeliver

About the Author

Rick Barrera is a seasoned expert in marketing and customer experience, renowned for his innovative strategies in building extraordinary brands. He is the CEO of Overpromise Inc., a consulting firm dedicated to helping companies develop distinctive brands and deliver exceptional customer experiences. Barrera's expertise is further reflected in his co-authored works, "Collaborative Selling" and "Non-Manipulative Selling." His book "Overpromise and Overdeliver: How to Design and Deliver Extraordinary Customer Experiences" showcases his profound understanding of the dynamics that drive customer loyalty and business success.

Main Idea

"Overpromise and Overdeliver" by Rick Barrera explores the concept of crafting ambitious brand promises and then exceeding customer expectations to build a loyal customer base. The book delves into the strategy of TouchPoint Branding, where every interaction between a company and its customers—be it product, system, or human touchpoints—is meticulously designed to reinforce the brand promise. Barrera argues that this approach not only differentiates a company in a crowded market but also creates word-of-mouth-driven success.

Table of Contents

• Introduction
• Part One: Overpromise Overachievers
• Establishing Brand Overpromises
• Defining the Overpromise
• How Do You Build Your Overpromise?
• Part Two: Overdeliver
• How Do You Optimize Your Product TouchPoints?
• How Do You Optimize Your System TouchPoints?
• How Do You Optimize Your Human TouchPoints?
• A Case in TouchPoint: Lexus
• A Case in TouchPoint: Apple

Introduction

Barrera introduces the radical concept of overpromising to attract customers and then overdelivering to retain them. He emphasizes that a compelling overpromise sets a brand apart from its competitors and that fulfilling this promise consistently creates unparalleled customer loyalty. This requires aligning all customer contact points to deliver exceptional experiences.

Establishing Brand Overpromises

New companies must create unique, attention-grabbing promises to enter the market. Established businesses need to periodically refresh their promises to stay competitive. An overpromise must be distinct from competitors and highly relevant to customers. Barrera highlights the significance of trust and commitment in maintaining a brand's reputation. A broken promise can lead to widespread customer dissatisfaction.

"A promise is, by definition, a serious commitment - a pledge to do or deliver something by a particular time, without fail. By overpromising, you put your whole reputation for honesty on the line." - Rick Barrera

Defining the Overpromise

An overpromise encapsulates what makes a brand unique. Unlike mission statements intended for internal stakeholders, an overpromise is directed at customers. It must clearly articulate how the product or service benefits the target audience, stands out from competitors, and why customers should choose it.