Susan G. Komen for the Cure®, global leader of the movement to eradicate breast cancer, learned a painful lesson last week that we should all remember. An organization’s value promise must guide every decision it makes unless it has previously alerted stakeholders to caveats. Your value promise captures the beneficial outcome your organization aims to create for your customers. Komen promises donors a terrific feeling of making a difference, by allowing them to honor a friend or relative affected by breast cancer and by giving hope for better treatments and even a cure. A remarkably successful non-profit and the leader in the breast cancer space, Komen protects its coveted “pink” and “Race for the Cure” brand identifiers like a lioness guards her cubs. So powerful is Komen’s presence that for every US woman who correctly identifies heart disease as women’s greatest health risk,…