Insights

Promise Drift in Practice

Research and case studies that explain how promise drift shows up in B2B, B2C and Hybrid companies.

Expectation Inflation: How DTC Brands Over-Promise at Scale

DTC brands win customers by making emotional promises they cannot yet operationalize. When growth accelerates faster than delivery infrastructure, that gap becomes a churn accelerator.

May 11, 2026Read

// B2C

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When you hand a creator your brand narrative, you hand them your brand promise. Here's why uncontrolled influencer programs are now a primary driver of Promise Drift, and what to do about it.

Promise Drift in Practice

Expectation Inflation: How DTC Brands Over-Promise at Scale

Now Look at Your Own Company

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