In this post, Seth states four words that he believes sums up "great marketing":
Make big promises; overdeliver.
Truthfully, I see this as a little too ideal. Obviously everyone would like to make big promises and over deliver on them. This, however, does not necessarily yield the best results. Of course, if someone was able to follow through with this idea, the work would be impressive. However, if everyone was to make big promises and eventually not be able to over deliver, the results could be detrimental to a company. While Seth does acknowledge the difficulty of his idea, I find this post a little over the top. I believe that someone should push themselves, but promise to deliver what they know they can. If they can over deliver on these personal goals, they have succeeded.