When they deliver on their promises, trust grows, and, of course, is lost otherwise.
What Defines Good Marketing
Andrey Cheptsov

Don’t we still need to think of the value we bring to those we make promises to?

Keeping one’s promises is certainly a necessary condition for making good marketing, but not a sufficient one. At times, consistent delivering on promises leads to unsound marketing.

Here are a few examples.

  • No doubt that Oracle’s going to get rid of sun.misc.Unsafe in the upcoming release(s) of Java. It promised to. It never promised not to. The point is that removal of Unsafe—at least, the way it was communicated—does more harm to the community than the value it brings.
  • Let’s imagine that a popular software company decides to switch its licensing model from release-based to subscription-based. Then why does it have to deviate from its original proposal if not to bring more value to its customers?

So I think a better set of rules is required to define good marketing because being a man of his word is not the only thing it takes.

Like what you read? Give Igor Lukanin a round of applause.

From a quick cheer to a standing ovation, clap to show how much you enjoyed this story.