Trust = Reality - Expectations sounds clean.
Logical.
So everyone treats it like a math problem:
dial down expectations, pad timelines, promise less, deliver more.
But here's what that strategy actually signals:
Uncertainty about your own ability to deliver.
Because high-ticket buyers don't want conservative promises.
They want confident clarity.
They're not buying your caution, they're buying your certainty.
When you hedge,
when you soften,
when you build in "buffer," they feel it.
Over-delivery doesn't come from under-promising.
It comes from knowing your process so well you can promise accurately.
The gap isn't between what you promise and what you deliver.
It's between what you believe you can do and what you're willing to say.
Stop gaming the equation.
Start trusting what you're selling.