Said this before: consistency isn't everything it's cracked up to be.
In business, a reputation of being reliable and true-to-your-word is both admirable and desirable, but there's something to be said about the currency of Surprise being part of your corporate DNA. To wit, I wouldn't mind Airborne being portrayed the way Andy Berndt of Google describes working with Obscura Digital in this month's Fast Company:
"The thing about working with these guys is you never know quite how a project's going to come out...
you just know they have great taste and are going to wow everybody."
Never mind corporately; that's how I strive to be described on a personal basis.