Contents Should Match the Label

One of several books that I have started but haven't finished is called "Managed Expectation". It describes the idea that if we can properly set expectation to match the delivered product or service we will win every time.

One of my many pet peeves is realizing after the fact that what was promised is not what was delivered. It's like opening a can of creamed corn to find beets. For me, that would be a major disappointment. Or, you go to your favorite restaurant to order the Special of the Day only to learn that they have sold out.

My most recent experience came with the computer language I use at work. SQL has a data type called "Numeric" (only numbers, no letters). It seems pretty simple. A common thing we do is convert pre-formatted text data into Numeric. SQL even provides a test to ensure the contents of the target field is, in fact, Numeric.

The problem is they use different definitions for the word "numeric". The data type "Numeric" only contains numbers. The test provided, IsNumeric, will return a positive result if it "looks" like a number!  This means it can contain "$" or "," and still be considered a number, but it is not a SQL Numeric.

This slight difference cost me a couple of hours over the weekend. It led to much frustration before finally figuring out the distinction. I know I harp on language and communication a lot, but it is so important. Be sure that what you are advertising is, in fact, what you plan to deliver.

Deception may earn you a few quick bucks, but it will never produce the lasting brand success that most businesses are attempting to achieve. Let your contents match your label. You will win in the end.