Seth Godin's NEVERs - My ALWAYS

 Seth Godin - Delivering on never

I will never miss a deadline
I will never leave a typo
I will never fail to warn you about a possible pitfall
I will never charge you more than the competition
I will never violate a confidence
I will never let you down
I will never be late for a meeting
There are lots of sorts of never you can deliver to a customer. You can't deliver all of them, of course. Picking your never and sticking with it is a fabulous way to position yourself.

Mike Lambert - Delivering on always

I will always answer the mail.

I will always give my best advice.

I will always deliver on a promise.

I will always give you a second chance.

I will always have your back.  (You know who you are).

I will always remember every Sailor.

I will always try to make it better.

I will always have something to add to this list.

What's your always?