Business owners constantly make promises to customers, but how many are made out of fear versus committing to a personal pledge?  Promises made out of fear rarely get met.  Why are we so afraid?  As business owners, we put so much at risk when we make promises we know are a struggle to keep.  Our integrity, our customers, and our success are put at risk.  Why risk so much like that?  Be honest with your customers to set the right expectations with them upfront.  When you meet or exceed what you promised, that WOW factor will go a long way.