Why I Hate “Underpromise and Overdeliver”

I have always bristled at the phrase “underpromise and overdeliver.” It sounds good in theory—set the bar low, clear it with ease, and bask in the glow of exceeding expectations. But in reality, it’s a self-imposed ceiling, a psychological straitjacket that limits growth and keeps us playing small.

Here’s the real problem: when you “underpromise,” you’re no longer measuring yourself against your actual potential—you’re measuring yourself against an arbitrarily low bar. And whatever that bar is, it becomes an anchor. It sets the tone, the pace, and—most dangerously—the belief about what’s possible.

Let’s say your job is to make widgets, and you’re reasonably confident you can produce 110 this month. But instead of setting that as the goal, you hedge your bets, committing to just 90. Life happens, and you end up delivering 105. Congratulations, you’ve “overdelivered.” You feel good. Your boss feels good. But let’s be honest—you left potential on the table.

Now, imagine a different approach. Instead of playing it safe, you push yourself. You commit to 150 widgets—not because you’re sure you can hit it, but because you might if you stretch, innovate, and refuse to accept your current limitations. You experiment, iterate, and problem-solve in ways you never would have otherwise. Maybe you land at 145. That’s still a 38% increase over the cautious “underpromise and overdeliver” play.

But more importantly, you’re playing a different game. You’re no longer tracking progress based on external markers—best practices, peer performance, industry benchmarks. You’re competing against something far more important: your own untapped potential. That’s a scoreboard worth paying attention to.

And that’s the real point. Finding your full potential is the name of the game. The challenge is, potential isn’t neatly defined—it’s not a box you check or a number you hit. It’s something you chase, constantly moving the goalposts as you grow.

This is how great teams, great companies, and great individuals separate themselves from the pack. They don’t seek to impress with easy wins. They seek to redefine what’s possible.

So forget underpromising. Set goals that make you a little uncomfortable. Commit to the pursuit. You may not always hit the mark, but in the process, you’ll achieve far more than you ever would have by playing it safe.