Set customer expectations correctly at the beginning and as long as you deliver, you will be a hero and recipient of loyalty and referrals. On the other hand, if you promise more than you can deliver, you will look like a goat. Consider the simple example of a loan file that takes you and your office 20 days to process. The Loan Officer who says 30 days and closes in 20 looks great, while the L.O. who told everyone 2 weeks looks like a fool and typically is making excuses for their over promising, and we all know what they say about excuses!