Under promise. Over deliver.

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