Under-promise and over-deliver. That rule of thumb has underpinned many successful businesses. It's a simple premise - exceed your customer's expectations by giving them more than you promised. The T.R.A.F.F.I.C. conference has thrived despite consistently breaking that rule. In fact, they've broken it clean in half by repeatedly ignoring the first half of the maxim - under promise.

If you have read any of our many T.R.A.F.F.I.C. preview articles since the domain conference began four years ago this month, you know that show founders Rick Schwartz and Howard Neu always promise great things, even life changing things to those who attend their shows. They keep climbing out on the limb, knowing full well that failing to deliver would break the bough they've built their reputations on....