Often, the marketing people tell a different tale than the operations people can or are willing to deliver. This is a problem because customers expect a certain experience based on what the marketing people have sold but are disappointed when they learn the real experience is nothing like the sell job.

Want an example? Airlines. I was flying recently and the inflight you-have-to-watch-whether-you-want-to-or not video went something like this: First, the airline CEO touts how great his airline is. Do they think anybody cares about what the CEO says? Of course not…….