On the other hand, take a look at marketing’s success stories of the century, like Coca Cola, Nike, Mars, Fedex or Singapore Airlines. What they have in common is the trust built from their ability to move their brand with the time and deliver on the promise they make to customers. As Marketing magazine says, “those who make marketing history will be judged by the promises they make, and how well they keep them.”

Boosting productivity

The wastage that comes from poor reliability is a big cost—it is also largely invisible because it is hard to observe.

Outstanding reliable brands, partners, teams and individuals cost less and do more.

For example, our studies show that an outstandingly reliable employee may be more than ten times more productive than the average. Yet most employers do not have a clue who these people are, they possess no strategy for hiring more of them and fail to reward them proportionate to what they achieve.

And addressing all this costs virtually nothing!