Don’t Make Promises You Can’t Keep


There’s a little doughnut shop near Cleveland, Ohio called “Spudnuts” that I got to visit a while on a golf outing a few years ago. I had been told that Spudnuts makes the best doughnuts south of heaven so I couldn’t miss stopping to find out for myself. The doughnuts are made from potato flour and are the sweetest doughnuts you’ll probably ever taste.

It turns out that it was part of a chain that started in Salt Lake City in 1946 that morphed into a chain of shops that stretched across the country. The parent company eventually went out of business but there are still plenty of independent shops left and their customers are extremely loyal.

They’re usually sold out before noon; sometimes before 10 a.m. Come after 9 a.m. and your selection may be severely limited. They’re successful for many reasons, but mostly because they don’t make promises they can’t keep. It hasn’t hurt them either. And it won’t hurt you.

People don’t remember what you promised. They remember what you delivered. The only time they don’t forget what you promised is when you can’t deliver. If you can’t deliver it, don’t promise it.


“An ounce of performance is worth pounds of promises.” Mae West

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