WestJet Airlines recently did this in dramatic fashion by setting up an elaborate stunt to make its passengers’ Christmas wishes come true. The airline set up a virtual Santa display in two airports, and passengers, who were getting on each of two planes, thought they were just having fun telling Santa what they wanted for Christmas. But 150 airline employees worked behind-the-scenes to record these wishes, race out to local stores in Calgary - where each plane was headed - and gift-wrap the presents before each plane landed.

As passengers gathered in baggage claim, it wasn’t their luggage that came down the conveyor belt first. Instead, hundreds of gift- wrapped packages came down, each with the name of a passenger. There were tablets and smartphones, scarves and flights home for the holiday, plus at least one 50” television.

Granted, this is a stunt that impacted just two planeloads of customers, but it was so well executed that my eyes watered when I watched a video about the giveaway. The message was clear: we love to delight our customers.

There are so many ways you can exceed promises: be faster, better, more reliable, more creative, or more inventive than you promised. Be more helpful or more considerate. Save other people time, money, and effort.

When you exceed promises, the need to self-promote evaporates. Other people will do the promotion for you.