Have you ever had anyone say to you, “You have to see this movie! It’s sooo good”. So you go and it’s awful. Your expectations had been raised so high by raves that you were dashed when it didn’t live up to it. You probably even thought it was worse than you would have had you not had such high expectations.

It’s important for us to set the appropriate expectations for consumers, high, but not too high. It’s always better to, as the saying goes, “under promise and over deliver”. Does that seem manipulative? Heck, yeah. But, that’s life. Have you ever told your significant other that you were taking them a little show or restaurant and then WOWed them by taking them to the best? Being surprised like that creates an emotional impact that will be remembered.

Define, for yourself and to your customers/clients, what they should expect from you and always be looking for ways to over deliver your services or products to create the WOW.