
Under promise. Over deliver.
Updated: Aug 13, 2019

I was served this sandwich on Air Asia recently.
Possibly the Worst. Sandwich. Ever.
Over-processed mass-produced nonsense posing as ham and cheese, I think.
But that's not the point.
It was NEVER going to live up to the hyperbole on the package.
Under promise. Over deliver.
Not the other way round.
#airasia #marketing #hyperbole #designthinking #storytellingworkshop