When there’s much less money to spend, and much more pressure to spend it wisely, neither consumers nor companies are in the mood to tolerate poor products or service. In the past, you might have been able to make a mediocre first impression and still get another chance. Not anymore. And that has at least two implications. The first is that, now more than ever, you need to over-deliver to every customer or client. And you need to do that by identifying what that means, then creating a system for making it happen. The other is that, when you under-deliver, social media becomes your worst nightmare, spreading the bad news like a brushfire. So monitor social media all the time.