“But” is our way of getting out of commitments. Too often we say we are all about the customer BUT won’t provide a refund. We commit to innovation BUT need to cut R&D. We say we want to be the best place for employees to work, BUT say it’s too expensive to offer healthcare.

Making commitments is the easy part. It makes us feel good. It’s the first step in execution. The problem is commitment requires follow through. Don’t make commitments you’re not prepared to keep. If you’re customer centric, there is no BUT when it comes to refunds. If you are committed to innovation, R&D gets funded period. If you want to be the best place to work, you offer healthcare and more. Making commitments is more than words. It’s actually doing what you say.

Don’t make commitments you’re not prepared to keep. It doesn’t go unnoticed. If you do, the next time you make one, most will think . . . BUT that’s what you said last time.