Marketing 101: Under-promise, over-deliver.

I was served this miserable sandwich on Air Asia recently.

Worst. Sandwich. Ever.

Over-processed mass-produced nonsense posing as ham and cheese.

But here's the main problem ...

It was NEVER going to live up to the hyperbole on the package.

Just for me? Really???

So how come that guy in seat 34D got one, too, and the lady in 37B?

Under promise. Over deliver.

Not the other way round.