Making Good on the Promise

Not everyone can pull off the Impossible Promise. "You really have to have your act together," Romero says. He offers tips to successfully launch such a program.

• See your attorney early. Consumer fraud is the biggest liability.
• Bring subs and vendors on board. "All they have to do is perform" Romero says.
• Handpick your management. Staff must be self-disciplined and ambitious to pull this plan off.
• Do a test run before going public. Romero recommends a yearlong trial to work out the details.

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