What does a new user think that your product, or any product, promises to do for them? On a recent multi-state drive I had the opportunity to listen to hours of radio advertisements (thanks to my 6th grader’s insistence on top-40 stations only) and got to hear many “promises.” “We’ll give you cash back on gas purchases,” “We will protect your privacy when you go online,” and “Find the lowest prices on a new car.” However, what the marketing team thinks is the promise is often not what I, the consumer, understand it to be. In buying our mini-van we didn’t need features or lowest prices, we needed reliability, confidence in the safety of the vehicle (precious cargo onboard!), and enough inner capacity to easily pack everything we could need for a weekend trip to the relatives or camping. We ended up paying more for the vehicle that satisfied, and delivered on, the promises that we were looking for.