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“We can each define ambition and progress for ourselves. The goal is to work toward a world where expectations are not set by the stereotypes that hold us back, but by our personal passion, talents and interests.” — Sheryl Sandberg


Creating engagement with your audience and a willingness within them to tell other people about you stems from exceeding expectations.

When you’re a business that counts on customers having low expectations – the dollar store, where everything is really cheap – you can get lucky because you exceed your customers’ low expectations. “I went to the dollar store, and you wouldn’t believe what they have in there!” People are so surprised, they’ll actually talk about it.

But relying on low expectations is risky.

You risk being invisible. Worse, when people expect so little of you, they might not pay attention at all.

The problem businesses have with establishing high expectations for what they do is that these expectations have to be met, if not exceeded, over and over again.

New Apple products or Nobu restaurants or expensive consulting services come with a lot of expectations – that they will be amazing, or worth making a reservation months in advance, or that the results will be measurable.

This is what I have learned over 20 years:

As tempting as it may be to temper expectations, don’t.

Make big promises and deliver even bigger results. This seems to be a consistent and reliable strategy.



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