Marketing is about making promises and then
keeping them. The marketer comes to us and makes a promise. If we accept the promise, a sale is made.

If we seduce ourselves into accepting small promises, we let
everyone down.

The small promises of a feature added or a price reduced cheapen us and the marketer who would have us flock to him. 

The big promises of transparency and care, of design and passion, of commitment and stewardship–we ought to be demanding more of this. 

We get what we settle for.