We’ve all met them. The person who tells you they’ve found the only marketing firm worth hiring, developed the greatest product ever made, or bought the best (fill in the blank!) They speak in absolutes and hyperbole. They radiate certainty. And yet, instead of convincing us, their words plant seeds of doubt.
Why? Because the moment you speak in absolutes, most people stop believing you. The higher and more definitive the claim, the more it feels like an overreach. Overpromising—even with good intentions—almost always backfires.
The smarter, quieter alternative is to undersell and overdeliver. It’s a strategy rooted in humility, realistic self-awareness, and one often-overlooked skill: being approachable.
Dispatches From The Front 