It’s Not the Promises You Make, but the Promises You Keep That Determine Your Future
I’m guilty of it, you’re guilty of it too, so we need to talk about it.
Picture this: You walk into a pitch meeting, confident and rehearsed. Your presentation? Flawless.
The client is dazzled. They can practically see their future success unfolding before their eyes, all because you promised it to them.
But then a month rolled by, and what was supposed to be a “game-changing” campaign is still stuck on the drawing board. Sound uncomfortably familiar?
We’re not just talking about missed deadlines or unmet KPIs here. We’re delving into something that cuts deeper.
This is about the promises you make — to clients, to your team, and most critically, to yourself.
- “Double revenue this quarter,” you say.
- “Master the art of networking,” you plan.
- “Finally launch that passion project,” you dream.
It all sounds fantastic, but let’s cut through the noise for a second: how many of those promises are gathering dust?
So, grab your cup of ambition, entrepreneurs, because today we’re tackling an uncomfortable but life-altering truth.
“Promise Maker” to “Promise Keeper”
“Most people spend more time and energy going around problems than in trying to solve them.” — Henry Ford.
Now, isn’t that exactly what we’re doing when we make promises left and right without ever really intending to keep them?
Alright, let’s cut the formalities. You know you’ve been there, and guess what? So have I.
For years, I talked a big game. I was the LeBron James of promise-making — flashy, ambitious, the talk of the town.
The promises poured out of me like lyrics from a freestyle rapper; “I’ll scale this agency,” “I’ll be a thought leader,” and “I’ll finally maintain that work-life balance.”
Yet, when it came to keeping those promises, I was more like a benchwarmer watching the game of life pass me by.
Why? Because making promises is easy; it’s the keeping part that’s hard.
Think about it: What separates the “could-haves” from the “haves”?
Simple.
It’s not the promises they make; it’s the promises they keep.
The Psychology of Unkept Promises
Samuel Johnson said,
“The road to hell is paved with good intentions.”
Well, let’s talk about that road, shall we? We’ve all mapped out this ideal journey, haven’t we?
It’s like setting the GPS for success, but somehow, we keep missing the exit. And here we are, stuck in the endless loop of “should-haves” and “could-haves.”
Remember when I said I was the LeBron James of promise-making but a benchwarmer in promise-keeping? Let’s delve into why that happens.
The core issue is accountability — or rather, the lack of it.
We create our own echo chambers filled with excuses:
- I’ll start tomorrow.
- It’s not the right time.
- I’m just too busy.
- Etc. Etc. Etc.
Sounds like a playlist on repeat, doesn’t it?
Let’s break this cycle. But how?
Here’s a straightforward, actionable trick: the “If-Then” plan.
Science backs it, by the way. This psychological hack involves creating a scenario in your mind for when you’ll execute a task.
For instance, “If it’s 9 a.m. tomorrow, then I’ll send that proposal to the client.”
It’s a mental contract. Simple, but oh-so-effective.
So, instead of missing that exit to success, let your “If-Then” plan be the GPS that keeps you on track.
By understanding the psychology behind our broken promises, we can use tools like this to actually start becoming the promise-keepers we aspire to be.
Time to Take Accountability — No More “Somedays” and “Maybes”
Stephen R. Covey, author of The 7 Habits of Highly Effective People. puts it well,
“Accountability breeds response-ability.”
That’s right, you become capable of responding, of taking action. And let’s not forget what Oprah Winfrey had to say about it;
“You are responsible for your life, and doing the best at this moment puts you in the best place for the next moment.”
We’ve figured out the psychology behind our trail of broken promises. Now, what? Are we just going to nod, say “Ah, makes sense,” and move on?
Heck no! We’re here to shatter the status quo, remember?
Here’s the truth: to cross the chasm from promise-making to promise-keeping, you have to own your commitments.
That means ditching those comfortable excuses we all love to snuggle with:
- The Procrastination Pit: “I have plenty of time to do it.”
- Fear of Failure: “What if I don’t succeed?”
- Lack of Urgency: “It’s not that important right now.”
New set of excuses, but the same old outcome — broken promises.
Let’s pull in a solid accountability trick: The “Commitment Contract.”
You set a goal and attach consequences — either a reward or a penalty. Could be money, public embarrassment, or whatever stings or entices you the most.
The contract keeps you on the line, giving you that extra nudge when you start to waver.
Remember that “If-Then” plan we talked about? Pair it with this commitment contract. Now, you’re not just setting the path; you’re making sure you have the fuel to complete the journey.
What’s Your Promise?
“The first step in making rabbit stew is catching the rabbit.” — Isaac Asimov.
No promise was ever kept without first being made, right? And on the flip side, philosopher William James makes it clear;
“Act as if what you do makes a difference. It does.”
So, here’s my question to you: What promise are you setting for yourself?
If you’re an agency owner like me, maybe it’s achieving a revenue milestone, launching a new service, or — here’s a radical thought — actually taking weekends off.
Just a few months back, I made a promise to revolutionize uglymugmarketing’s customer service. Rather than grand declarations, we started by simply responding to every client query within an hour.
No biggie, right? Well, it made a world of difference in the way clients perceived our reliability. That was my promise. What’s yours?
Here’s your actionable trick: The “SMART” Goal Method.
Make your promises Specific, Measurable, Achievable, Relevant, and Time-bound. It takes your lofty goals and breaks them down into digestible, achievable pieces.
- Specific: What exactly are you promising?
- Measurable: How will you know you’ve kept it?
- Achievable: Is it within your means?
- Relevant: Does it align with your broader objectives?
- Time-bound: When will you make good on it?
You already know how to navigate the psychology of promises and accountability hacks, so why not add a SMART promise to the mix?
You’ve got everything you need to be a master promise-keeper, not just a master promise-maker. So, what’s stopping you?
You can find more about the S-M-A-R-T approach here.
Wrapping It Up — Be the Entrepreneur Who Keeps the Promises, Not Just Makes Them
The legendary football coach Frank Leahy said,
“Your future depends on many things, but mostly on you.”
So, are you ready to pivot from a promise-maker to a promise-keeper?
Imagine this time next year, looking back with pride at a trail of kept promises. Let’s not just talk the talk, but walk it, and create a future we can all be proud of.
Before we wrap up, remember the formula for success we’ve broken down:
Identify the Promise + Dodge the Excuse + Embrace Accountability + SMART Goals = Inevitable Outcome.
It’s not just a catchy equation; it’s a roadmap. You can apply this formula daily or weekly, scaling its power to any promise you make — business or personal.
Do you plan to put this into action? I want to know. Leave a response, toss in your two cents, or feel free to DM me if you’re looking for that kick to get started.
Let’s turn keeping promises into this year’s headline, not just a footnote.
Here’s to etching a future with promises that we don’t just make but actually keep.
-Wayne
AGENCY ACCELERATOR NEWSLETTER!
The Agency Accelerator Newsletter is packed with simple, practical tips for growing your business. Every Monday and Friday, I send out an invaluable essay right to your inbox. Join here — it’s priceless, yet absolutely free.
