One of the facts of business and marketing is that you promise on what you deliver, at the time you say you’d deliver.
Unfortunately, that doesn’t seem to be the case of perhaps one of the most talked about, most previewed and most awaited products in the last couple of years – the Airbus A380.
We have seen episodes of it on Discovery Channel and every other news/features channel, seen interviews with various airline heads talking about their huge orders for it, and heard so much about it from Airbus itself… since a really long time now…
But constant delays have plagued the much awaited (and certainly exciting) new aircraft – so much so, that after many big customers threatening to cancel their orders (like Emirates), FedEx has actually gone ahead and cancelled a huge order with Airbus, and moved to Boeing.
Moral of the story: It doesn’t matter how big you are, or how great your product is… you keep your customers on hold, the competition will end up talking to them!