#82 Always Underpromise

and over deliver, every time.   Amazon exceeds customers' expectations because they always inform their customers after check out that the item will arrive within X number of days (say 14 business days) and always deliver the purchased items in a lot less time than what they promised.  They knew that they could deliver the item within three, five or eight days, but they put fourteen because just in case something happened, they can always make it up in time and in most cases, customers get a nice surprise, "Wow, it's already here!"  Even though we've been customers of Amazon for years now, it still gets us every time how they over delivered and impressed us every time we made transactions with them.  Underpromise or undersell your capabilities, and overdeliver and exceed their expectations.  Every time.