We all have hitched our wagons to the mantra of “Underpromise. Overdeliver.” Whether that approach is applied in our personal relationships or professional endeavors, it seems logical that if we are consistently going above and beyond our commitment, we would win additional points. We are exceeding expectations, after all.
Turns out there is valid data that suggests there is actually no payoff in going the extra mile.
One example is a research study conducted by UC San Diego behavioral scientist Ayelet Gneezy and University of Chicago business professor Nicholas Epley. The white paper, “Worth Keeping but Not Exceeding: Asymmetric Consequences of Breaking Versus Exceeding Promises,” published in Social Psychological and Personality Science, broke out the impact on the study subjects when they got more, less or exactly what they were expecting. The astounding result: “Going above and beyond a promise didn’t seem to be valued at all,” Epley summarizes.
The researchers concluded that we digest a promise as if it is a contract. We nail down a set of expectations but in no way anticipate more than has been promised. “When you keep a promise, not only have you done something nice for someone but you’ve also fulfilled a social contract and shown that you’re a reliable and trustworthy person.”
The bottom line, Epley says, is that exceeding a promise may not be worth the effort you put in. “Invest efforts into keeping promises, not in exceeding them,” he says. And this advice also holds true for businesses, which should prioritize resources to make sure they do not break promises, rather than trying to go above and beyond.
This gets to the value of accountability. Being realistic with your promises and holding yourself accountable is far more powerful than overreaching for an outcome that the other person doesn’t need nor frankly acknowledge as “better”. Accountability builds trust. Trust builds brand equity. Whether that’s equity in your personal brand or your corporate brand.
Being accountable means being transparent and honest rather than being a pleaser and communicating what you think that client or that friend wants to hear. Be upfront about a hiccup or mistake that caused a delay. Accountability seamlessly leads to stronger credibility on every level of the relationship.
So, when communicating your next promise, make sure you let the person know you plan on sticking to your word and are committed to holding yourself accountable. It will glean deeper healthier relationships while strengthening your integrity and self-worth.
