Expectations fall short of reality when: Someone says they hate a movie/book/song that you love. You put a ton of effort into something that ends up flopping. You learn that you’re the last person to find out about a shocking family secret. Some of your foundational beliefs are challenged in a way you aren’t prepared for. You get caught doing

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Hedonic Treadmill : Expectations rise with results, so nothing feels as good as you’d imagine for as long as you’d expect.

Big or small, old or new — or even hardware or software. It’s always true: underpromising and overdelivering is always the path to delight, but also always devilishly difficult to pull off. That’s the game.

companies tend to grossly underestimate the benefit of simply meeting customer expectations. In a world in which customer expectations are significantly inflated and seemingly on the rise all the time, what we find is that customers are in fact quite happy to simply get what was promised them. If there happens to be a problem, just resolve it

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