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.