Over-Promising and Under-Delivering the Red Wave

Supporters attend a primary election night event for J.D. Vance, a Republican candidate for U.S. Senate in Ohio, at Duke Energy Convention Center in Cincinnati, Ohio, on May 3, 2022. Drew Angerer/Getty Images

Commentary

Tom Peters, a management guru of the late 20th century, coined the memorable quote “under-promise—over-deliver.” His advice constitutes a well-known business strategy aimed at maintaining, extending, and satisfying a company’s customer base.