Depends on the definition of "soft". Sometimes you have to be very optimistic (better term: aggressive) regard product features and schedule. This will drive y

Depends on the definition of "soft". Sometimes you have to be very optimistic (better term: aggressive) regard product features and schedule. This will drive you further and faster towards your goals. You can't always make all deadlines and keep all promises. And in business (at least in the technology business) nobody expects you to. If, on the other hand, you make this into a habit -- you will loose trust and customers will be looking elsewhere. However, I do not necessarily agree with others regarding "long-term" loss of trust. Companies exist to make money and when/if you have a good product that will save them money, you will be able to regain that lost trust.