We bring you another obvious but instructive nugget from marketing guru Seth Godin and how it pertains to IT in organizations: make promises and keep them. His context is companies and marketing, but this is just as relevant for how IT should approach its customers within a law or professional services firm. Don't over-promise. When you make promises, follow through on them. If you need to "over"-anything, over-deliver.

IT often complains of a lack of respect from the professionals in the organizations they serve. Here is a sure fire way to get some. Everyone respects the person who delivers on what they promise. They are reliable, trustworthy. That goes for individuals, departments, and consultants. Making overblown claims about the benefits of a new software or equipment that you can't back up is the way to lose respect. Set realistic expectations and then exceed them. Doing so will garner tremendous respect.