Business is in serious trouble. Just when business needs it most, polls and surveys show that public trust and confidence in business is at its lowest level in more than 15 years. Savvy executives know this, but they tend to react in the typical, but wrong, way. The answer to this problem isn't found in the typical PR program or employee or motivation team-building initiative. The answer lies in better promise making and keeping. Business in general and marketing in particular are about making and keeping promises--making clearly stated promises that mean something and keeping them in spirit as well as literal fact. Internally, it means building a better corporate culture by making promises that are clear and that align with the needs of co-workers and of the company's mission and brand. Externally, it means making promises that fit the organization's abilities and mission and keeping those promises in a way that delivers real value to the customer. But the authors provide more than generalities. They provide a common-sense system--Promises Management--that makes it possible, practical, and profitable for executives in organizations large and small to lead, monitor, evaluate, and align the promises making and keeping ability.