Is your best defense.
Not what you planned. Not what you said. But what you did.
This is what defines commitment to the mind of today’s (Increasingly enlightened) customer, supplier and employee. Not what you planned to do, not what others are doing. But what you are doing.
This is how companies raise the required commitment in their brand. This is what keeps the competition at bay. So, it’s what you do and how you do it.